One search on the psychology of color will make your head spin. When branding, thinking about color in terms of ‘fit’ is the right approach.
CASE STUDY: VITAL GARDENS
Growing a Strong Brand
Vital Garden Supply’s organic soils, fertilizers and amendments are second to none when it comes to effectiveness and being eco-conscious. They brought in FUEL to set their brand and packaging apart in the market visually.
Step 1—Do No Harm
At first there was some question about whether the company needed a rebrand. We didn’t think so.
We kept their existing logo and all the good associated with it, then set about creating root illustrations and colors unique to each product. Bold typography and a consistent system allowed them to own shelf space and be recognized as the industry leader that they are.
The illustrations helped us create a look that was both professional, but clearly not big-ag.
Step 2—Visually Dominate
Systems create boundaries that allow the brand and viewer to play in a defined visual space that both learn to recognize. Once the boundaries are in place, having fun and staying focused becomes easy. Each package can have a unique look, leaning on the boundaries when needed and pushing away from them when appropriate. When a new product is introduced, our designers look forward to creating the next illustration and package.