An effective rebrand goes much past showy graphics as well as high-res images. It narrates. It places an item to meet the desires as well as requires of the customer. Complying with the rebrand trip of Lettuce Grow, have a look at just how aesthetic aspects can impose the goal of your brand name, involve your customer as well as grow amazing outcomes.
Lettuce Grow presented a streamlined, innovative, hydroponic expanding system that makes expanding food from house available to the contemporary way of living. Nonetheless, its branding, to day-to-day individuals, offered its item as simply one more device for gardening fanatics, instead of a way of living that any person can take advantage of. The previous web site was jumbled as well as disordered, leaving the site visitor with combined messages. The intense, vivid, uplifting nature did not connect a costs item. While a brilliant web site is not naturally negative, it isn’t best for the millennial customer that anticipates a Peloton or Away Luggage look.
At ONA Creative, we rearranged the Lettuce Grow brand name in a manner that not just mirrors the superior top quality and also capability of the item, yet likewise drives house the brand name’s core worths and also essential messaging, which urge individuals to lead much healthier, extra lasting lives. Concurrently, by highlighting these core worths, we placed Lettuce Grow directly at the target customer crossway of food, health and also sustainability.
Via the brand name approach as well as brand name identification, Lettuce Grow has actually advanced right into a brand name that makes the “expanding your very own food” way of life thoughtful, classic as well as effective. Right here are the 8 aspects that changed Lettuce Grow.
1. Logo designs
The Lettuce Grow brand name mark stands for the cycle of expanding food on the Farmstand, while the concealed triangular recommends a solid structure, upwards motion as well as a nod to the diet pyramid. The Lettuce Grow wordmark is utilized as the main logo design in mix with the brand name mark when the possibility allows. The bent bars in the letter E produce a distinct and also legendary appearance, link to the brand name mark, and also provide a nod to development.
2. Icons
All of the icons were hand-drawn to carry on the same elegant, minimal visual language as the brand mark. Futuristic, yet approachable. Clean lines reflect the premium look and feel of the rebrand.
3. Colors
The new color palette was inspired by the colors and textures found in nature, specifically those found on a farm. Primary colors of recycled white, natural black and kale are the core brand colors that should be used when introducing the brand and prominently thereafter. A mixture of earth tones juxtaposed with a touch of bright colors. Off-white and off-black because there is no such thing as pure white or pure black in nature.
The secondary color palette was inspired by some of the brighter fruits and veggies one can grow on a Lettuce Grow Farmstand. Secondary colors are intended to be used very sparingly to add an element of playfulness to the otherwise muted color palette.
3. Typography
Consistent use of typography allows consumers to immediately recognize any brand, and Lettuce Grow is no different.
We selected Rubik as the primary typeface. Rubik’s simple and geometric features embody the modern aesthetic we wanted to achieve.
Source Serif was chosen as the secondary typeface. It is a classic sans serif font that softens the brand and creates a sense of class.
4. Website
The website was redesigned with simplicity and premium quality in mind. We wanted our viewers to immediately sense and understand the ease and simplicity of having and using the Lettuce Grow Farmstand. As the consumer scrolls through the site we break down every potential buying barrier to present this beautiful system. In the first month after the launch of the new website, Lettuce Grow saw a 15% conversion rate increase.
5. Packaging
Understanding that the product itself was forward-thinking and beautifully designed, we wanted to create a thoughtful, timeless and minimal brand. The packaging is a perfect expression of this efficiency, featuring the brand mark on one side and the wordmark on the other.
6. Photo
The photography captures conscious modern people and families living the “grow your own” lifestyle. Grey and white tones are emphasized, with pops of green coming from vegetables. Sleek and modern aesthetics are complemented by organic raw materials and textures including stone, wood and concrete.
7. Social
The social strategy and content evolution reflected the aesthetics of the rebrand, creating a clean, premium look and feel. The content educates, encourages and engages the active Lettuce Grow community. Everything from social icons to testimonials was thought out, custom-designed and executed with the brand in mind.
8. Email
We redesigned the newsletter, and built out the welcome and post-purchase drips with conversion in mind.
Reaction
Reflecting on the consumer response to this thoughtful, modern, minimalist brand identity, it’s clear that the bright and poppy original brand identity did not resonate with this audience. The updated visual elements appeal to the values and sensibilities of millennial consumers that are willing to invest in a product they believe in, and that tangibly stands for their values. Authenticity. Sustainability. Innovation. No mixed messaging here.
Each design element works like a chapter in the overall story of Lettuce Grow: a story that empowers people to live sustainably and invest in a healthy, all-natural food source. Lettuce Grow once offered what was perceived as a mere gardening gadget. Now it offers a holistic lifestyle that can be passed onto future generations. There’s an enormous difference. The logos, icons, typography, website, packaging, photography, social, and email assets are geared toward a target audience that values sophistication, luxury, and simplicity. Goodbye neon colors. Goodbye clutter. Hello Lettuce Grow.
