Garden Party | Brand and Concept
GARDEN PARTY, a drought-resistant starter program, invites residents and their neighbors to host “garden parties” in their neighborhood to collaboratively replace lawns with drought resistant species to save water both individually and as a community during current and future droughts.
The goal of the project was the address the problem of climate change and drought in California by encouraging sustainable living at an individual-level. “Garden Party” was the product of my research into water-usage and how much water waste is created by the maintenance of the traditional front lawn in suburban areas.
Each receiver of these kits would start by removing a small plot of their lawn and replacing it with drought-resistant species provided in the kit with the help of their neighbors. Over the following months, they would incrementally increase the area of that plot by planting more species (through simple-to-accomplish plant propagation and succulent cloning techniques) until the entire lawn is gone. As they go through this process to remove lawn, they would see their water usage go down and ultimately transition into a more drought-friendly and sustainable lifestyle.
The end product design was the package design, which housed all the supplies needed to get started (soil, plants, seeds, and instructional materials). I designed the package as well as the accompanying branding elements to give the box the personality and appeal needed to make the product catch on.
The series of plant illustrations and icons featured throughout the project became the main motif used in the branding of the program to illustrate the variety and beauty that can be achieved by replacing your lawn. I avoided a floral motif that was too feminine in an effort to keep the look and feel neutral, to be sure to attract a wide variety of people and appeal to anyone.
