Description:

Biofeed was founded in 1994 in Southland. Since then, they have satisfied gardening customers all over New Zealand with their high-quality, nutritionally balanced certified organic compost tea.

The new management approached us to redesign the branding because they wanted a fresh aesthetic for this new stage. In our first meeting, we could witness how well the product worked by comparing the areas in which the compost tea was used and not used; the difference was incredible. We knew right there that the "Before and After" would be our best ally for the brand concept. To materialise this, we developed a short story through a comic strip, communicating the product's benefit without needing words. The illustration style is clear, simple and universal to capture a wider audience. With this asset, we gained flexibility and visual consistency.

To complete the identity, we created a bespoke serif typeface for the wordmark with rounded endings to make it more friendly and we chose a greenish colour palette to link the audience to the brand's category, avoiding misunderstanding.

This packaging design with the comic strip seeks to defy the norms of the category.