Design Brief
Business Model: Demeter is an urban agriculture company that designs and installs small to large scale vertical gardens and green spaces in city environments. Their solutions aim to improve air quality, reduce urban heat, and provide local food sources through sustainable, space-efficient methods. Demeter’s vertical gardens are tailored to the unique needs of urban landscapes, making green spaces accessible and beneficial for city dwellers.
By integrating advanced hydroaeroponic systems, Demeter ensures that their vertical gardens require minimal water and maintenance. These gardens not only beautify urban areas but also contribute to biodiversity and food security by providing fresh produce locally. Demeter intends to work closely with a wide range of city planners, businesses, and community organizations to create customized green spaces that enhance urban living and promote sustainability.
Research
Research focused on urban residents’ needs for fresh produce, sustainable practices, and limited space solutions. I explored competitors in the vertical gardening market, examining what makes an impactful and memorable brand in this industry. Additionally, demographic research revealed a trend toward eco-friendly products, which informed our design choices to emphasize a green, earthy aesthetic with minimal water use for sustainable growth.
Logo Development
The logo development process began with hand-drawn sketches, focusing on shapes and symbols that evoke growth, freshness, and urban life. Iterations explored abstract plant forms, clean lines, and balanced layouts. The final logo was selected for its simplicity and adaptability, allowing it to stand out across various media while still feeling approachable and organic.
2D & 3D Elements
The packaging design for Demeter incorporated eco-friendly materials. The packaging is sleek and simple, featuring minimalistic branding that communicates both sophistication and environmental responsibility. Each package size is carefully designed for the brand’s product offerings, making them versatile for various retail environment.
Website
The Demeter website was crafted with an intuitive, user-centered design to make information accessible to all users, from urban gardeners to curious beginners. The homepage features inviting visuals and direct navigation to guide visitors to product information, educational content, and customer support.
Style Guide
The style guide outlines core elements of the Demeter brand, from logo variations and usage guidelines to color palette and typography. Each element is chosen to maintain brand consistency across platforms while allowing for flexible applications in both digital and physical formats. This guide ensures that the Demeter identity remains cohesive and recognizable, supporting the brand’s commitment to urban sustainability.
