Growing Goodness started with a mission to decrease the damage to the environment by using hydroponic farming techniques that would use 90% less water to produce crops that are highly nutrient. Biban, the founder of Growing Goodness, approached me to create packaging that would look premium and entice the millennial consumer to choose this over the more adulterated produce available in the market. Since they had a really interesting brand name, it could be used in a variety of 'I' & 'We' sentences, which would make the brand very personal.
Our research took us back to the olden days when the farm produce was fresh and unadulterated. The attempt was to capture the feeling of nostalgia associated with those times. An inland letter card used in India felt like the perfect visual metaphor for us to produce work for Growing Goodness. Elements found on those letters were used to recreate that nostalgic connection for the brand.
