Growzi
Building a brand identity for Growzi
Overview
Growzi is a custom hydroponic company seeking to make it easy for anyone to grow their own food at home. They needed a brand and website that felt friendly, fresh, and true to the product. I designed the full brand identity: color palette, logo, typography, and UI component system. We then built a simple landing page and marketing posters to fit their current stage of sales.
Brand
Growzi is a new startup so we started from scratch — which I love doing! The guidelines were broad but clear on one thing: finding the balance between crisp and clean while still feeling organic. Hydroponics rely on water saturated with nutrients instead of soil, so we wanted to avoid brown/soil as well as root vegetables that do not grow in hydroponics. To achieve this we focused on clean crisp edges while maintaining organic colors. We replaced a typical black/brown text color with green shades to create that organic but hydroponic feel.
Marketing
Growzi is built for people with limited space looking to grow their own food. Some key words I were given were: Hydro, Water, Air, Plant, Grow(th), Green, Sustainable, DIY, and Crisp/clean. To target this audience I focused on a modern design while emphasizing the health and environmental benefits to the product.
