Fertiliser with a mission
Client: EcoCaddy
Project: Brand Identity
EcoCaddy provides plant enthusiasts with high-quality plant food that nourishes their plants while minimising environmental impact. I contributed to the brand development for their new product and supported their Kickstarter campaign.
EcoCaddy initially emerged as a sustainable transportation alternative in Adelaide, Australia. It delivers services using pedal-powered vehicles. Recognising the potential of its operations, EcoCaddy began collecting food scraps from local businesses to produce high-quality compost for gardening.
I collaborated directly with EcoCaddy’s founder on a rebranding and Kickstarter project for their newest product, plant food. The company’s initial brand identity was closely associated with eco-friendly transportation, which presented a challenge in adapting it to a completely different product while keeping the established brand name.
I focused on creating a premium aesthetic that would appeal to plant-moms. I refined the existing logo by removing a pedicab icon, ensuring brand consistency while avoiding consumer confusion. I expanded the colour palette, incorporating natural and complementary tones and paired the original font with a refined serif typeface to elevate the product. To further enrich the brand identity, I developed a series of hand-painted assets inspired by gardening themes and incorporated throughout the visual identity.
