Make your plants grow

Client: Soil Biology
Identity / Packaging / Naming

Project status

The links between human health and degraded soil are too evident to ignore. The magic is under the surface.

Challenge – The company, 59degrees, understood from the beginning that soil needs to be seen as not only a medium for root attachment but as a home for microbiology. An ecosystem that can support healthy growth for many generations ahead. 

Approach & solution – Looking into 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, with a product to fit into the assortment of concept food stores and cafés. The concept is based on the idea that people expect their plants to grow and our nature to thrive, when that does not happen we start treating the symptoms and don’t realize that good soil is key – the magic is under the surface. To illustrate the concept we defined the name of the new product line to Soil Biology. Within the identity we lowered the typeface capital letters, resulting in a playful typographic disposition acting as a strong identity carrier, easily recognizable through all touchpoints. To break down the complexity of soil science, we developed a distinct illustration style, helping to educate consumers about the links between soil and the planet’s health. 

Project status

Typeface: So Ray
Weight: Heavy
Year: 2016
So–Type Foundry

With Soil Biology your plants will live long and healthy lives.

Typeface: So Ray mono
Weight: Unmono Light
Year: 2018
So–Type Foundry

It’s easy and fun to grow plants at home!

Want to know more? Contact Jesper Robinell. or +46 (0)70 438 17 92.