Challenge – The links between human health and degraded soil are too evident to ignore. Soil needs to be seen as not only a medium for root attachment but as a home for microbiology – a soil ecosystem – that can support healthy growth for many generations ahead. 59degrees was in need of an update of its corporate brand as well as a brand strategy, name, brand identity and packaging design for a new product line intended to reach new target groups.
Approach – Looking at the growing trend of urban gardening and environmental awareness we found a new market space for selling soil to a conscious target group in the bigger cities. We took inspiration from lifestyle brands, as opposed to only traditional brands within farming and soil. The new product line was developed to fit into the assortment of concept food stores and cafés.
Solution – The result is a brand name, visual identity and package design with strong differentiation characteristics. We created a playful and typeface-based identity through a custom-made typeface. The graphic expression is clean and straightforward in order to make the product easy to understand when consumers find it at unexpected retailers and places. It’s easy and fun to grow plants at home, you might even want to have it on display in your bookshelf.
- Creative Directors Jesper Robinell, Oscar Bauer
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- Designers Therese Cappelen
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