Challenge – The links between human health and degraded soil are too evident to ignore. 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. 59degrees gave us the opportunity to update their corporate brand as well as create a new brand strategy, name, brand identity and packaging design for a new product line intended to reach new target groups.
Approach – 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. The new product line was developed to fit into the assortment of concept food stores and cafés. We developed an overall concept 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. What we should do is realize that good soil is key – the magic is under the surface.
Solution – 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.
Typeface: So Ray
Typeface: So Ray mono
Weight: Unmono Light