NOCT is a Design Agency with a studio in the hills that crafts digital experiences and builds brands from the ground up. As an in-house project, they were building a company where one can find thoughtfully designed, easy-to-use, engaging and aesthetic self-watering systems for plants, which helps grow a wide variety of plants easily. They do so because they firmly believe in the magic of the human and nature connect. Their products are ideal for urban populations who find it difficult to grow plants at home due to space, time, and weather constraints.
To accomplish the same, NOCT was looking for someone to develop it further, and the student gladly jumped at the chance. The student was given a brief that required them to do branding for this project, which included market research, brand name, brand identity, visual language, illustration style, iconography and finally, detailed brand guidelines. As a result of conducting surveys and case studies, several challenges came to light, such as myths about Aeroponics and Hydroponics, associating these methods with a lab-like feel, and strong consumer resistance to trying these unconventional methods to grow plants, as well as positive insights such as emotional attachment to plants, unexplainable joy and pride in collecting the homegrown harvest, interest in organic and sustainable living. The final design choices were made after considering all the pros and cons. The brand represents a sense of ease and community, with an inclusive and cheerful brand personality, a broad colour palette that represents diversity, an illustration style unique to GrowTribe and used elements like smiles to humanise plants, bring in human nature connections, and stylise photographs. As a fledgling graphic designer, this project gave the student many opportunities to grow and challenge themselves.
Branding, Identity Design, Illustration style, Market Research, Self watering systems
