Urban
Gardens
To Go
Brand Book by Paige Benton
Research
Table of Contents
3-7
Market Position Brand Creation
12-18
Logo Creation Media assets
8-11
19-31
32-37
Future Vision
38-40
Research
S.W.O.T. Analysis
Strengths -Ready made kit -Placed anywhere -Mobile support -Save money
Opportunities -Creating interest -Effectiveness -Recycling
Weaknesses -Lighting and ventilation -Purchase additional equipment -Container plants require more watering
Threats -Similar product -Providing interest to start -Right containers for kits
4
Competitor Review
Earthbox Urban Garden Grow Kit Backyard habitat Kit 5
Tip 1: Vary the pots to suit the plants
6
Persona Development
Demographics: Age 22-45, male and female, lives in an urban area (condo or apt)
7
Market Position
Onliness Statement
“Urban Gardens-To-Go will be the only garden kit to provide professional education and support for starting your own garden.�
9
Voice and Tone
Peaceful Stress Free Visually Beautiful
Balance Calming Relaxtion
10
Tip 2: Water daily or even twice a day
11
Brand Creation
Mood Board
54th Ave.
2nd St.
Happy St.
Stressfree St.
46th Ave.
Wall Blvd
13
Larse Blvd.
Kemp
Kit ideas
14
Inspiration
15
Inspiration for UGTG comes from the contrast of a busy city life and finding time and space to relax. Creating an urban garden is a way to foster the community and keep people up to date on the benefits of living an urban life.
16
Narrative
17
Prepare yourself for fresher food, fresher mood, and a fresher peace of mind.
Tip 3: Use light potting mix rather than garden soil
18
Logo creation
Logo sketches
20
vector logo
n a rb -To-oG
n a rb
U dens
U
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21
Urban
Gardens-To-Go
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Urban
Urban
Gardens-To-Go
Gardens-To-Go
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Urden
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22
Final Logo
23
Urban
Gardens
To Go
Clear Space
To Go To Go
To Go
Urban To Go
Gardens
To Go
24
Colors
HEX# 534741
HEX# bfe51f
HEX# 089146
25
HEX# 84393f
HEX# 656666 HEX# 000000
HEX# 808080
Usage
Urban
Gardens ToGo
Gardens ToGo
Full Color
Single Color
Urban
To Go
Transparent Color
26
Logos in use
27
28
29
Font
Weltron Urban Header
Courier New Sub-Header
Avenir Book Body Copy
30
Tip 4: Growing vertical gardens give more room
31
Media Assets
Guerrilla Marketing concept
Fresher Food Fresher Mood Fresher Peace of Mind Urban
Gardens ToGo
33
Social Media Ad
34
Website
Urban
Gardens ToGo About
Kits
Support
Contact
35
Website mock up
Urban
Gardens ToGo
www.ugtg.com
Urban Gardens-To-Go
Urban
Gardens ToGo About
Kits
Support
Contact
36
Tip 5: Use a slow-release fertilizer
37
Future Vision
Concept
When thinking of small space gardening, UGTG should be the name that immediately pops into your mind.
39
40
Fresher Food Fresher Mood Fresher Peace of Mind
Urban
Gardens ToGo