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Burpee
Rebranding & Package Redesign
Each individual seed packet will be like a color swatch on a painter’s palette: the garden is the canvas, and the gardener is the painter. Each plant will be associated with a specific color. These color swatches will be squares in the lower right corner of each package with both their color and scientific names. The plant will be hand painted by a professional artist, with an emphasis on the brush strokes and paint medium. The packaging will contain a lot of white space with the swatch possessing the only color. The overall goal is to push the consumer into using color in an expressively artistic mindset using a variety of Burpee products.
The new brand was centralized by the idea that gardening with flowers is a form of artistry. Presenting a range of options encourages the consumer to increase purchases in order to experiment with personal dynamic selection of products.
