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Responses by Jenny Moran, designer, Wink

Background: Scotts Lawn Care was looking to create a new organic soil brand called Country Soil. The product is aimed at consumers who aren’t very experienced with gardening to help them feel energized and excited about choosing an authentic organic brand that will help them achieve their goals of growing their own food. The packaging and branding needed to reflect this concept by inspiring consumers to see gardening as a benefit to their well-being.

Reasoning: Our solution was to develop a cohesive brand that evokes the backbone of mid-western values: simplicity, honesty and wholesomeness. The Potting Mix and Garden Soil are locally sourced, encouraging consumers to bring out their inner farmers. The design also recalls the Midwest by using sturdy, weathered typography, engraved images of vegetables harkening back to vintage seed packets and a seal that says it’s locally made.

Challenges: Laying out and organizing the content. We had to make sure we were including every claim, tagline, coverage, instructions and disclaimers, all while keeping the Spanish translation underneath the main copy. It is a lot to wrangle.

Favorite details: The custom distressed type found on the logo, seal and product name really emphasizes that this is a mid-tier, hardworking brand and it also gave the impression of a well-worn, quality product.

Visual influences: Wink’s in-house library of books, flat files of posters, and vintage packaging. Specifically, vintage seed packets with bold color and typography.

Specific demands: Country Soil is exclusively sold as a mid-tier product, so we really drove the hardworking aesthetic. It needed to be gritty and a little rough around the edges, to show the consumer that this was something worth getting your hands dirty.

wink-mpls.com

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