Responses by Andy Dutlinger, creative director, LRXD
Background: The purpose was to create an online presence for Growers, a newly launched brand of soil, fertilizer and other products designed for producing higher quality cannabis. The site needed to drive awareness for the brand, teach consumers about the benefits of its products, give users store locations where they could buy the product and deliver general knowledge about the growing/soil industry. The target audience is all in the name: Growers. The site was launched on the heels of a brand and packaging launch earlier in 2019.
Highlights: Throughout the design process, we took a lot of inspiration from the new packaging we created for Growers. The modular look and feel used stylized text and icons to communicate each product’s benefits in an easy-to-compare way. This information was derived from the brand’s positioning as the future of cannabis growing, which is rooted in Growers’s life-long agricultural experience.
Favorite details: The result is a website design that feels modern, yet harnesses some inspiration from vintage seed company and farming graphics. Graphic and bold iconographic styles from the packaging were relayed over onto the site, which was intended to further the fresh ambiance of the brand. The Growers brand has a fun, laid-back vibe, so we tried to portray those feelings on the site through animations, transitions, layouts and interactions. The goal was to break apart the design style of the packaging to create a visually interesting site, while also further extending the brand’s look and feel. The site also enabled us to provide more educational material on the products and ingredients.
Navigational structure: Growers is an innovative company that will continue to release new projects often. Therefore, we wanted to take advantage of a full-page navigational system that also works as a platform to promote new and featured products.