CREATIVE DIRECTOR • BRAND STRATEGIST
CREATIVE DIRECTOR
BRAND STRATEGIST
OWNING A CATEGORY
The Situation
Jungle Growth was a small regional soil company with 8+ products and one goal: a shelf at Home Depot and Lowe’s. The soil had already been developed and tested, and it beat the national brands.
The Problem
The company had no established look that could stand next to the nationals. The founder wanted the best product in the aisle and the best-looking bag to go with it.
The Find
A better product does not win a shelf on its own. It had to look like it belonged next to the big names before anyone read a label.
The Work
Redesigned the logo and built the packaging structure for the full product line. Original painted art anchored the master bag logo. Color coding separated each product, and consistent design tied each family together, so regular soils and organic soils read as two clear branches of one brand. Handled copy editing and the photo shoots. Worked directly with Home Depot and Lowe’s buyers to meet every size, weight, and language requirement.
The Outcome
Southeast regional placement at both Home Depot and Lowe’s. A small regional brand took its place beside the national names. Jungle Growth was later acquired by one of the nation’s largest competitors.