We take for granted that our plants should grow, that our nature should thrive. When this doesn't happen, we get upset and start treating the symptoms. Water more, water less, take away, add to, spray chemicals, relocate to another window etc, etc. When what we should do is realize that the magic is under the surface. This relates to your plants in particular but more importantly our whole nature in general, it starts at home.

With this concept, the studio wants to utilize design and typography to further highlight this important fact, but also bring a playfulness to the design, after all, it should be fun to grow!

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 Söderhavet found a new market space for selling soil to a conscious target group in the bigger cities. They 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. Söderhavet 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.