BRIEF
When first acquired, Nature’s Blossom had conflicting branding on Amazon with two different look and feels competing against each other on the search results page. During the analysis and strategy sessions with the brand managers, we decided to:
New look + feel including logo to replace conflicting branding
Updated creative assets for Amazon product page
Understand why there is a large amount of negative reviews including difficulties in planting + germinating process
PROCESS + STRATEGY
We solved for creating cohesive branding between two very different products—candles and plants—through the tag line of ‘Grow Your Goodness’ leaning into nurturing your soul through simple DIY kits. The branding direction includes a calming color palette and trustworthy serif. Through testing, we found leaning into a darker, richer color palette was what our customer desired and encouraged purchases. As a part of the creative strategy, I worked with our packaging designer to apply learnings from our research. The new packaging die lines streamlined costs by utilizing the same structure across all seed kits with an individualized belly band. These changes increased efficiency and decreased the wasted inventory. A new manual was created as well to guide the consumer through the planting process.
RESULTS
Since updating the packaging, there has been a decrease in negative reviews around receiving inaccurate product or difficulties germinating. As another touch point, we updated the videos on the listing page so the consumer had a clear understanding of what the kit is and difficulty level; it also serves as a reference if needed upon receiving the kit.
TEAM
Sara Law, Project Lead, Brand Research, Logo + Branding, Art Direction
Britney Jackson, Copy + Brand Research
Adam Nielsen, Packaging Design
Lacey Ferguson, Art Direction for Seed Kit Amazon Listings
Steph Weil, Designer
Justin Morrison, John Smith, Brad Johnson, Production Team