INFINITY SOIL

Mother Nature-approved soil amendments for healthy plants

I had the opportunity to work on this project from the brand-naming stage all the way to seeing the products launch on Amazon. I created a modern look for the visual identity and designed scalable templates for packaging that would work across multiple sizes and formats. I created e-commerce asset templates that relied heavily on illustrations, product renderings, and stock photography, since there was no lifestyle or studio photography available.

My Role:

Branding, Art Direction, Illustration, Packaging, Graphic Design

Client:

Infinity Soil / Dragonfly

Copywriter:

Lindsey Reece

Year:

2022-2023

Digging into branding

Our goal was to create a brand that targeted home gardeners who are informed and passionate about organic and natural techniques by offering gimmick-free, professional and authentic products. I worked alongside our copywriter to narrow down the brand name by creating several concepts based on the names she came up with for this brand of naturally occurring soil amendments: Infinity Soil, Revolution Dirt, and Dirt Rich. We A/B tested the options using on-demand polling to get quick consumer insights from the target demographic, and ultimately went with Infinity Soil, with participants stating that it looked: “high quality, tasteful, and positive.”

Once Infinity Soil was chosen, I got to work fleshing out the rest of the brand guidelines by selecting a color palette, typography, and finalizing the logo marks. The Infinity Soil marks play off of an infinity symbol, which reiterates that the products come from the earth and nature, and return to the earth by way of adding them to soils for gardening.