INFINITY SOIL

Named, branded, and launched a soil amendments line from scratch—using consumer polling to validate the name before a single asset was designed.

Infinity Soil launched as a new brand of naturally occurring soil amendments targeting informed, passionate home gardeners—no gimmicks, no fluff. I was involved from brand naming through launch, using consumer polling to validate the name before building a visual identity designed to make unconventional ingredients like guano and fish bone meal feel premium, approachable, and worth trusting.

My Role:

Branding, Art Direction, Illustration, Packaging, Graphic Design

Client:

Infinity Soil / Dragonfly

Copywriter:

Lindsey Reece

The Problem

Soil amendments are a hard sell. Ingredients like guano, earthworm castings, and fish bone meal are legitimate, effective products — but without the right visual framing, they read as niche at best and off-putting at worst. The brand needed to earn the trust of gardeners who already knew what they were looking for, while looking polished enough to convert those who didn't. There was also no photography budget—every asset had to work with illustration, mockups, and stock photography.

What I Did

My work started before the brand had a name. Working alongside a copywriter, I developed several brand concepts and visual directions to evaluate against a shortlist of names: Infinity Soil, Revolution Dirt, and Dirt Rich. Rather than making the call internally, we A/B tested the options using on-demand consumer polling with the target demographic—informed, organic-focused home gardeners. Infinity Soil won decisively, with participants describing it as "high quality, tasteful, and positive."

That consumer validation became the foundation the visual system was built on. The identity was designed to feel professional and authentic—closer to a specialty food brand than a garden center product—to signal quality and build trust with an audience that could spot a gimmick from across the aisle.

With no photography budget, illustration carried the full weight of communicating product ingredients and benefits. Packaging templates and Amazon PDP and A+ layouts were built to work within those constraints while still feeling considered and cohesive.

Result

The brand launched with a visual identity that made even the most unconventional ingredients feel premium and approachable. Multiple customers independently called out the packaging as a standout—describing it as "nice," "very attractive," and "nicely packaged"—while the clear, straightforward label copy was specifically noted as making the products easy to use. For a brand built around ingredients like guano and fish bone meal, that's exactly the right reaction.