Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values

Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society

Wink - Country Soil

Scotts Lawn Care was looking to create a new organic soil brand, Country Soil. The product is aimed at consumers to feel energized and excited for choosing an authentic organic brand that will help them achieve their goal of growing their own organic food.
 
In turn, the packaging and branding need to reflect this concept by inspiring consumers to see gardening as a benefit centered around well-being.

Our solution was to develop a cohesive brand that owns the mid-tier market with a design that evokes the backbone of midwestern values: simple, honest, and wholesome. The Potting Mix and Garden Soil are organic and locally sourced, encouraging the consumer to bring out their inner farmer and achieve their goal of growing their own organic food.
 
The design is hardworking, recalling the Midwest by using sturdy yet weathered typography, engraved images of vegetables harkening back to vintage seed packets, and a seal stating “locally made.” The result is a package that feels authentic and down home.”

Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society
Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society
Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society
Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society
Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society
Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society
Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society
Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values / World Brand & Packaging Design Society

Design Agency: Wink
Article Title: Agency Concept for Mid-tier Soil Packaging that Evokes Midwestern Values
Brand / Project Name: Country Soil
Design Credits: 
Creative Director Art Director Designer Illustrator: Scott Thares
Designer Illustrator Tim Cronin
Designer Jenny Moran
Project Type: Consumer Brand Creation
Design Deliverables: Consumer Brand Identity, Consumer Graphic Packaging Design
Location: United States America
Market Country: United States America
Market Region: North America
Project Type: Agency Concept, Non Published
Project Category: Household
Consumer Packaging Format: Bag
Consumer Substrate / Material: Plastic