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Garden Product Package Design and Identity

Habitat Gardening was a 2005 new product concept for Rod McLellan. Their objective was to introduce a Supersoil product into a new market through a partnership with Habitat for Humanity. (A portion of the revenues goes to the organization in cash and/or in-kind donations.)

This unique product not only ties in with several retailers' corporate giving programs but also publicly demonstrates a community focus.

The target audience is adults, 35+; and skews to women with above average HH income. The relationship appeals to consumers' emotion — a big influencer for women — who feel good about purchasing a product they need that also supports a "good cause."

The identity we designed prominently incorporates the Supersoil logo. The sturdy typeface we chose for Habitat Gardening is complemented by the seedling illustration in the brand name.

Our package design depicts the product benefits — a healthy garden — through big, colorful photography. The contrasting blue burst on the front panel prominently displays the Habitat for Humanity logo.