Brand and Identity Design // Smart Grow

S M A R T

H E R B

P L A N T I N G

Rachel Cheng Siow Pheng Lecturer: John Bassani Published by Swinburne University of Technology, School of Design, 2018.

Printed in Melbourne by Print Corner.

Typeface: Lato Paper Quality: Envirocare 150gsm All rights reserved No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology.

Declaration of Originality Unless specifically referenced in the bibliography, the mark and all other material in this book is the original creation of the author.

Copyright Agreement I agree for Swinburne University to use my project in this book for non-commercial purposes including: promoting the activities of the university or students: internal educational or administrative purposes: entry into appropriate awards, competitions and other related noncommercial activities to show my work in lectures and as an example for future students on line and face to face and in lectures. In some situations, this may involve re-purposing the work to meet the requirement of Swinburne’s use.

I agree to grant to Swinburne a worldwide, non-exclusive, irrevocable and free-of-fee license to use this project produced in DCO20001 in any way for non-commercial purposes.

Signed

Rachel Cheng

BRAND GUIDELINES | SMART HERB PLANTING

Content.

Understanding Branding Concept and Idea

4

Brandmark = Logo Logotype = Lettermark

5

Figure Mark Combined Mark

6

Trademark

7

Positioning Map

8

Case Study: Seedsheet

9

Case Study: Click and Grow

10

Case Study: Plantlink

11

Mission Statement and Core Brand Understanding

12

Market Positioning

13

Brand Values

14

Brand Personality

15

Naming Ideation

16

Name Brainstorming

17

Moodboard

18-19

Inspiration

20

Brandmark Sketches

21

Logo Mark Directions

22

Typography

23

Combined Marked Logo

24

Further Refinement

25

Finalised Brand Mark

26-27

Specifications: Typography

28

Specifications: Brand Colours

29

Specifications: Dimensions

30

Specifications: Logo Misuse

31

Applications

32- 49

Applications Overview

50-53

Reference

54-55

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BRAND GUIDELINES | SMART HERB PLANTING

Understanding Branding.

Branding The development and maintenance of a brand.

Brand A company, or product, or something else, presented in ways that create an image.

Identity The characteristics by which a brand is known.

Image The market’s opinion about a brand.

Concept.

Idea.

Smart Herb Planting

The concept is to have people grow their own herbs indoor through technology, which is a phone application. Using this application, one will be able to control and monitor the entire growth process of the plant with one touch on the phone, things like: • • • • • • •

water level- control when to water plant/ set reminder or timer light intensity- the pot comes with a LED light, allowing users to control the level of brightness (maximize photosynthesis for faster growth) temperature and humidity- of the environment nutrients/ health- monitoring the overall health level of the plant soil humidity- monitoring the plant pH level days planted- how many days it has grown and how long more to harvest build in camera- monitor the growth of the plant

The product comes with a pot that has a USB port and uses wifi network, enabling users to monitor their plants whenever and wherever they are.

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BRAND GUIDELINES | SMART HERB PLANTING

Brandmark = Logo.

1. Plant Theatre 2. Plant Link 3. Edyn 4. Clause Vegetable Seeds 5. Axia Vegetable Seeds 6. Kruger Seeds 7. Seminis 8. Svegro 9. Mikado Kyowa Seed

Logotype = Lettermark.

1. Poppin Pods 2. Click and Grow 3. Johnsons Seeds 4. Levington 5. Bunnings Warehouse 6. Suttons Seeds 7. Svegro 8. Gardman 9. Evergreen

A graphic mark that represents a brand.

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A brandmark consisting of letters.

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BRAND GUIDELINES | SMART HERB PLANTING

Figure Mark.

1. Debco 2. Simply Organic 3. Burpee 4. Smart Greens 5. Woolworths 6. Creative Farmer 7. Buzzy 8. Green Garden Shop 9. Urban Farmer

Combined Mark.

1. SeedSheet 2. Miracle Gro 3. Bale Grow 4. Humble Seed 5. Smart Pot 6. Mr. Fothergill’s 7. R&G Fresh Herbs 8. O’Hanlon Herbs 9. Mc Cormack

A brandmark consisting of one or more figures.

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A brandmark consisting of letter/s and figure/s.

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Trademark.

1. Proven Winners 2. Scotts 3. PickSeed 4. RapidGrow 5. Osmocote 6. NK Lawn & Garden 7. Garden Safe 8. Schultz 9. Promix

A registered (legally protected) brandmark.

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Positioning Map. This positioning map evaluates the relationship between logo with type only and logo with combine type and image (x-axis), and the traditional and technological way of planting herbs (y-axis).

It is clearly seen from the map (x-axis) that many of the logos has a combined marked logo, as compared to a type logo. As for the (y-axis), technology has not really got into the planting industry, where majority still stick to the traditional way of planting herbs.

Technology smart planting

Combined marked logo

Type Logo

Traditional way of planting

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Case Study.

Seedsheet is a way of growing your own food, which includes herbs, salads, caprese, hot sauce, tacos, etc. The product comes in a “seedsheet�, with dissolvable pouches, where a few types of herbs seeds (or which ever category food you chose) are in the pouches. It is an easy and convenient way of growing your own food thus ensuring the safety and sustainability.

Besides, Seedsheet offers a real-time notification system direct as a text message, providing information such as tips, tutorials, recipes and reminders for watering.

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BRAND GUIDELINES | SMART HERB PLANTING

Case Study.

Click and Grow is a way of growing your own fresh herbs, fruits or flowers. It just needs to be plugged in, the water tank filled and the rest is taken care of. The unique feature of this product is its Smart Soil, which makes sure the plants has the right configuration of water, oxygen and nutrients needed.

This innovative technology allows plants to grow indoor easily and faster, and more nutritious without any pesticides, plant hormones, or any other harmful substances. There is also an integrated energy efficient LED light that allows the plant to grow all year round.

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Case Study.

PlantLink is a soil moisture sensor that works on any plant type.

It just needs to to be placed in the soil, and it will track the level of moisture of the plant, and then send you a watering reminder (through push, email or text).

In addition to the product, there is a PlantLink Valve (that connects to the sensor), that helps to automatically water the plant and any other plant surrounding it by attaching it to a standard spigot or hose end. What makes this PlantLink Valve smart is that it listens to the sensor and checks the local weather before automatically watering.

There is also a phone application that allows one to monitor the plants to check when the automatic valve is watering next.

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Mission Statement.

Our mission is to enrich your life by encouraging you to grow your own herbs indoor, in a smart and effortless way, by ensuring fresh and healthy herbs on your table every day.

We believe the path to good health is through good diet. Our product comes with a mobile app, where people can monitor and connect with their herbs on-the-go, anywhere and anytime.

Our aim is to make indoor gardening easy and successful even for inexpert gardeners, having fresh herbs in your homes all year round.

With one touch of the phone, you will be able to control the moisture level, light intensity, nutrients (soil nutrients), temperature, humidity, days planted and even a build in camera to oversee the entire growth of the herbs. We ensure the growth of your herbs is a guaranteed success, and there is no fear of plants dying anymore. We believe in smart planting for a greater health, giving people a safe and healthy way of creating your own food choices.

Core Brand Understanding.

In further developing a brand identity for smart planting, it is essential to understand the core reason of what is it that we are doing, how we are doing it and why we do what we do.

We believe that good health can be achieve by knowing what you grow and eat, giving people a safe and healthy food choices.

We provide a way for people to connect with their herbs on-the-go via a mobile app, encouraging people to grow their own herbs in an effortless way.

We provide a smart way of growing your own healthy herbs, by giving your herbs a voice, connecting to your herbs (nature) through out latest technology.

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BRAND GUIDELINES | SMART HERB PLANTING

Market Positioning.

As seen in the positioning map, there is a wide opportunity for higher technology smart planting with a combined marked logo.

Technology smart planting

Opportunity

Type Logo

Combined marked logo

Traditional way of planting

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Brand Values.

Smart Technology Our technology allows you to monitor your herbs on-the-go via your mobile app, constantly providing updates of your herbs condition, ensuring guaranteed produce.

Faster Growth Our brand ensures you achieve three times faster growth as compared to traditional planting, providing plentiful harvest.

Convenient Our brand focuses on providing an effortless way in encouraging people to grow your own herbs, allowing you to check your plants condition anywhere anytime.

Monitor Growth Our technology comes with a build in camera, where you can monitor the growth of your herbs and view it in real time, as well as being updated with its health conditions.

Guarenteed Sucess We ensure the growth of your herbs is a guaranteed success, making indoor gardening easy, and there is no fear of plants dying anymore.

Healthy We believe that good health can be achieve by knowing what you grow and eat, thus ensuring fresh herbs at your home all year round.

Communicate We believe in staying connected to nature, and thus our technology allows you to connect to your plant using wifi, providing real time notification to your mobile.

Modern Our product combines simplistic modern aesthetics and convenient functionality in one to provide you with the best user experience.

Overall Brand Value: Smart Technology We emphasize on the smart and effortless way of staying connected with nature by growing your own herbs, ensuring fresh herbs at your home all year round.

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BRAND GUIDELINES | SMART HERB PLANTING

Brand Personality.

We aim to create a brand that is unique, representing smart planting. A brand personality profile expresses various human personality and characteristics to a brand so as to achieve a differentiation.

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BRAND GUIDELINES | SMART HERB PLANTING

Naming Ideation.

An essential element of developing a brand identity is the brand name. It has to be representative of the brand, reflect its brand values, define a unique offer, communicate well to the target audience, and look good.

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Name Brainstorming.

1.

Brainy Fresh

31. Herbrain

2.

Brainy Herb

32. Herbreath

3.

Connected

33. Herbriliant

4.

Health Herbs

34. Herbietech

5.

Herb Connect

35. Herbspeech

6.

Herb Comm

36. Herbthy

7.

Herb Gro

37. Herty

8.

Herb Health

38. Hertive (herb+ active)

9.

Herb Link

39. Lush Fresh

10. Herb Watch

40. Lushbush

11. Herb Whiz

41. Natures Connect

12. Herby

42. Plant Herb

13. Herbly

43. Plantiful

14. Herby Smart

44. Refreshed Herb

15. Herba Watch

45. SeedSpeed

16. Herbalife

46. Smart Connect

17. Herbafresh

47. Smart Gro

18. Herbagreen

48. Smart Herbs

19. Herbanic (Herb+organic)

49. Smart Herby

20. Herba Gro

50. Smart Link

21. Herbatech

51. Smart Plant

22. HerbaVoice

52. Smart Proud

23. Herbey (herb+obey)

53. Smart Sprout

24. Herbery

54. Smart Wizard

25. Herbeedy (herb+speedy)

55. Smarty Herbs

26. Herbeasy (Herbeasy)

56. Smarty Sproud

27. Herbearth

57. SpreakSprout

28. Herbies

58. Sproutproud

29. Herbifresh

59. Sprout Smart

30. Herbiwatch

60. Whiz Herb

Final Chosen Name: Smart Grow

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BRAND GUIDELINES | SMART HERB PLANTING

Moodboard.

Modern// Homely // Greens // Turquoise // White // Gardening

Lea f

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BRAND GUIDELINES | SMART HERB PLANTING

Moodboard.

Modern// Homely // Greens // Turquoise // White // Gardening

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BRAND GUIDELINES | SMART HERB PLANTING

Inspiration.

Herbs Leaves // Potted Plant // Technology // Wifi symbol // Human Brain // Light Bulb // Plug

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BRAND GUIDELINES | SMART HERB PLANTING

Brandmark Sketches.

In sketching the brandmarks, the essential element in identifying the identity of the brand is the leaf (herbs), in order to give people an idea about the brand at first glance.

Figure Mark Different concepts are explored to get a feel and look of how they work together such as smart technology (wifi icon, plug, bulb, computer chip circuit pattern), being connected (wifi, human and nature) and the word growth.

Letter Mark The acronym of the of the brand name which is “SG”, is explored by combining both letters in different ways.

The full brand name is also explored (top right) but it wasn’t going towards a strong direction, thus I have decided to not further pursue it.

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BRAND GUIDELINES | SMART HERB PLANTING

Logo Mark Directions.

The brands marks are then translated into the computer based on the sketches, and categorized based on the categories as below to represent the brand “smart” and “grow”.

Figure Mark Smart/ Technology: • wifi icon • plug • computer chip circuit pattern • light bulb • human brain • mobile Grow: • Plant • Leaves

Letter Mark The acronym of the brand “Smart Grow” was explored, however since the market positioning opportunity focuses on combined mark logo, this part was not further explored.

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BRAND GUIDELINES | SMART HERB PLANTING

Typography.

The typography explored is more towards thin and light type, to reflect a modern and futuristic feel of the brand as a whole.

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BRAND GUIDELINES | SMART HERB PLANTING

Combined Marked Logo.

The logo and the type is combined based on the three best option chosen.

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BRAND GUIDELINES | SMART HERB PLANTING

Further Refinement.

Further refinement was done to better improve the brandmark.

• • •

Changing the wifi logo back to the original wifi icon instead of using the modified version with the sharp ends.

Modifying the strokes (thickness) of the outline and the leaf veins, as well as adding and taking off the strokes of veins.

Refining the colours to make the logo have a growth feeling, something that represents nature.

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BRAND GUIDELINES | SMART HERB PLANTING

Finalised Brand Mark.

The Smart Grow logo portrays smart herb planting through the leaf and the wifi icon which relates to the concept of “smart technology” and “connect”. It reflects a form of connection between human and nature through technology.

The strokes of the leaves are all different, from thick to thin to show a sense of growth. The typeface is thin and light to express a modern and minimalistic style, while the colour green represents nature and the colour of the herb plant.

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BRAND GUIDELINES | SMART HERB PLANTING

Finalised Brand Mark.

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BRAND GUIDELINES | SMART HERB PLANTING

Specifications: Typography.

Letter Mark Font

Quicksand Quicksand Quicksand Quicksand

Light Regular Medium Bold

QUICKSAND REGULAR No. 19, Tracking: 200, All Caps, Used for Titles and Labels

QUICKSAND LIGHT No. 15, Tracking: 200, All Caps, Used for Subheadings and Labels

Quicksand Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Quicksand Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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BRAND GUIDELINES | SMART HERB PLANTING

Specifications: Brand Colours.

The colour chosen is the colour of the herbs plant, which is green, the colour of nature. This colour best expresses the word “growth”, further enforcing the identity of the brand.

PANTONE 357C C83 M43 Y82 K43 R34 G80 B54 #225036

PANTONE 374C C27 M0 Y68 K0 R194 G219 B121 #c2db79

PANTONE 377C C63 M16 Y100 K2 R109 G163 B65 #6da241

PANTONE 376C C54 M0 Y100 K0 R130 G2195 B65 #82c341

WHITE C0 M0 Y0 K0 R255 G255 B255 #FFFFFF

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BRAND GUIDELINES | SMART HERB PLANTING

Specifications: Dimensions.

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BRAND GUIDELINES | SMART HERB PLANTING

Specifications: Logo Misuse.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Stationery

Folder With reversed out green on the background while the logo in white and a darker shade of green (on the wifi logo).

Business Envelope #10 (4 1/8” x 9 1/2”) Letterhead Logo on the top left corner of the letter, while Smart Grow’s address, phone number and website at the bottom row of the page.

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Application: Namecards

Namecards Both sides of the card is embossed.

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Application: Stationery

Diary A5 size (148mm x 210mm) Notebook B6 size (125mm x 176mm) Pen Click pen with logo made into pattern at the grip of the pen.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Company stamp Stamp Square Size (31mm x 31 mm)

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Label Tags

Label Tags Herb name puns on label tags to give a homely playful feel.

Size (3.75” x 1.875”)

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Watch

Watch Diameter Size (42mm)

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Pin Badge and Apron Pin Badge Diameter (44mm). Available in two different versions.

Apron Reversed green background apron with grey pocket with logo printed.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Cups

Enamel Tin Cup Size (350ml) Standard Mug Size (350 ml)

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Tote Bag

Tote Bag Size (350mm x 350mm)

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Pillow

Long Pillow Light grey colour background with the logomark pattern.

Size (20” x 26”)

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Caps

Caps Available in three different colours: Green, Yellowgreen and Grey.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Tshirt

T-Shirt Colour white.

Available in three sizes (S, M, L).

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Vehicle

Smart Car A smart car was chosen to further reinforce the technology involved in Smart Grow.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Website and Application Desktop iMac Smart Grow’s Website provides information about the product, how it works and allowing people to purchase the product and merchandise online, as well as being in touch with us.

Ipad Powerpoint Slides to show how the application works and the information needed to understand the product and how it works.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Smart Watch Application Smart iWatch SmartGrows application on a smart watch.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Mobile Application iPhone Smart Grow’s application as seen on an iPhone, where users can control and monitor their herb plant especially when they are outdoor, such as watering plant and checking the temperature of the plant. Besides, there will also receive alerts when their plant is in need of something.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Bus Stop Stand Bus Stop Poster Screen The Screen is rotated every few minutes to introduce the product and how it works.

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BRAND GUIDELINES | SMART HERB PLANTING

Application: Boards

Poster Board A poster at the sidewalk to catch passerby’s attention. This also rotates every few minutes.

Outdoor Board A screen image of the product and how it works as shown from the iphone screen.

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Applications: Overview

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Applications: Overview

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Applications: Overview

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Applications: Overview

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Reference.

Images:

Mr Fothergills www.mrfothergills.com.au/

https://centralmarket.com/2016/03/30/fresh-herbs-cookingstorage-tips/ http://i.huffpost.com/gen/2758614/images/o-COOKINGWITH-HERBS-facebook.jpg Understanding Branding Mollerup, P. (1999) Marks of Excellence: The History and Taxonomy of Trademarks.

Logo Images:

NK Lawn & Garden www.plantationproducts.com/brands/cfNKLawnGarden.cfm O’Hanlon Herbs http://ohanlonherbs.ie Osmocote https://www.scottsaustralia.com.au/scotts-brands/osmocote/ PickSeed www.pickseed.com/ Plant Link http://myplantlink.com

Axia Vegetable Seeds

Plant Theatre https://www.plant-theatre.co.uk/

www.axiaseeds.com/ Bale Grow www.balegrow.com.au/

Poppin Pods http://www.poppinpods.com.au

Bunnings Warehouse https://www.bunnings.com.au/ Burpee Home Gardens http://www.burpee.com/herbs/ Buzzy http://www.buzzyseeds.com/category/herbs/ Clause http://www.hmclause.com

Pro-Mix www.promixgardening.com/ Proven Winners https://www.provenwinners.com/ RapidGrow http://www.rapidgrow.ca/en/home/ R&G rgherbs.com/

Click and Grow https://www.clickandgrow.com/collections/products Creative Farmer http://www.creativefarmer.in

Scotts https://www.scottsaustralia.com.au/ Schultz http://www.ebay.com/bhp/plant-food

Debco http://www.debco.com.au/catalog/12 Edyn https://edyn.com

SeedSheet http://www.seedsheets.com Seminis seminis.com.au/

Evergreen https://www.lovethegarden.com/products/evergreen Garden Safe www.gardensafe.com/

Simply Organic https://www.simplyorganic.com Smart Greens http://smoothinc.ca.s27037.gridserver.com http://smartgreens.co

Gardman www.gardman.co.uk/ Green Garden Shop http://www.greengardenshop.com.au/products/46-kitchenherb-grower-green?gclid=Cj0KCQjwlMXMBRC1ARIsAKKGu wgGfCNxTGQ6oVOwM9SvdKz4rVcaOMDXCYxb503Ht2u76aV03ndLY0aAixkEALw_wcB

Smart Pots https://smartpots.com Suttons Seeds http://www.suttons.co.uk/Gardening/Vegetable+Plants/ Popular+Vegetable+Plants/Herb+Plants/list.htm

Humble Seed http://humbleseed.com

Svegro http://svegro.se

Johnsons http://www.johnsons-seeds.com/Vegetable-Seeds_2/#.

WZGZ1a17Hwc

Urban Farmer http://www.ufseeds.com

Kruger Seeds https://www.krugerseed.com/

WoolWorths https://www.woolworths.com.au/ Case Study

Levington https://www.lovethegarden.com/products/growing/levingtonoriginal-multi-purpose-compost

SeedSheet http://www.seedsheets.com

Mc Cormack http://mccormackfarms.ie/food-service/food/potted-basil/

Click and Grow https://www.clickandgrow.com/collections/products

Mikado Kyowa Seed http://en.mikadokyowa.com

PlantLink http://myplantlink.com

Miracle Gro https://www.miraclegro.com/smg/gosite/MGRO/home

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Reference.

Moodboard Images

Mockup Templates

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http://ind5.ccio.co/h6/F1/A8/c7e3e1eb165d748c6195186ea3535fd3.jpg?iw=300 https://images.pexels.com/photos/421999/pexels-photo-421999.jpeg?auto=compress&cs=tinysrgb&h=350 https://myblueflamingo.files.wordpress.com/2014/06/ c9e90ebb44b10cedde1c44eaa06ef267.jpg https://i.pinimg.com/564x/97/6a/bc/976abc40bee98d1e1a14a59d29dd3f6e.jpg http://i3.s.7.hjfile.cn/entry/201602/ba4ce6df-553b4464-af54-8378bc5bfbca.png https://i.pinimg.com/564x/c7/99/5b/c7995b44b3f96cc74c44192981c0cbb1.jpg https://i.pinimg.com/564x/02/40/c3/0240c3c966da417808df1990ceb9c47b--jungle-flowers-tropical-deco-tropical.jpg https://i.pinimg.com/564x/c7/4e/99/c74e99c47786ed251947bfeb4b77e29a.jpg https://i.pinimg.com/736x/23/95/b4/2395b4ce468ba7101107ec8b2aeabf10.jpg https://68.media.tumblr.com/e0aa82e82e836107d4a2f3bf3dca2957/tumblr_ormnjtjtgr1tznfkmo1_500. jpg https://images.pexels.com/photos/305558/pexels-photo-305558.jpeg?auto=compress&cs=tinysrgb&h=650&w=940 https://i.pinimg.com/736x/a2/6a/70/a26a70c5cd5a91f0400fa794ea1950ad.jpg https://i.pinimg.com/564x/c0/37/0d/c0370df453f753114bab8b324fd74a99.jpg http://www.formosauto.com/detail/261754/hydroponic-gardening-for-beginners-besgrow.html https://i.pinimg.com/originals/8d/1a/7d/8d1a7d4d75e352f166ff46fc1811bb06.jpg https://www.wayfair.com/outdoor/cat/lawn-garden-c489047.html https://ind5.ccio.co/bJ/ ya/49/32510428529559933UDHIbtO1c.jpg https://i.pinimg.com/236x/1f/a4/03/1fa4031fa840a72a02094dc9c0d5affe.jpg https://i.pinimg.com/564x/96/a0/40/96a0403784e6f67ade3764d08dc3955e.jpg

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