BRAND IDENTITY / PACKAGING DESIGN
2021
Fraser Valley Soil Co.
Designed in collaboration with Eddi’s Marketing Department: Britt Sandve and Raz Cuculea
In October 2020 we were tasked with rebranding our house soil brand. The project brief was open enough for us to be able to really have fun with it. We started with months of research then went through the process of presenting several concepts to the department heads to finalizing a design in August 2021.
We did our initial research as a team. This included many meetings, going on a nursery tour, mind-mapping, understanding our target customers, and coming up with many different possible names for the product. Although we were aware of the printing barriers we might face when pricing out final production we started the project pretending there were no limits to really push the creativity and find a good direction.
ALL CONCEPTS PRESENTED BY THE TEAM
INITIAL PRESENTATION VALLEY EARTH CONCEPT SLIDES
My initial concept presentation consisted of two very different concepts, the one that was chosen as the base for our final design was called Valley Earth. I tapped into my experience with surface design for this and hand-illustrated a pattern with earthy yet fun elements. Because I chose the name Valley Earth from our list of possible names, I wanted the pattern to represent the Fraser Valley with the top resembling rain and bottom resembling a valley.
After we presented our concepts and Valley Earth was favoured by the other departments, our senior designer Britt Sandve was tasked with completing the project and setting up the files for print. The name changed to Fraser Valley Soil Co. after we discussed the final brand identity. Our printing parameters ended up being quite limited and Britt did an excellent job at adapting my original design while adding her keen eye for detail.
