Brand identity for Urban Patch

Urban Patch. Better, home grown.

Brand Project Overview

Every year, homeowners spend millions on miracle plant foods for their gardens and allotments. Levity Crop Science believe these one-size-fits-all fertilisers don’t give the plants what they need.

Levity Crop Science's innovative system provides nutrients at a time when the plant needs them most. Our challenge was to communicate this difference, when all other products come in one bottle, how might we convince them that three bottles is better?

Key Business Challenges

Take a route to market that avoids the multiples.

How might we maximise?

Complex offer compared to over-simple market favourites.

How might we change embedded behaviours?

Change the perception from aesthetic to clinical.

How might we highlight the evidence-based science?

Brand Process

Insight workshops to uncover:

Stakeholder mapping and customer personas
Competitor positioning
Product testing
Definition of purpose, principles and personality
Brand positioning
User testing and feedback

Brand Strategy

Inspired by urban dwellers and their need for small space home growing, Urban Patch is a smart plant food that is designed to work no matter the size of your garden.

Brand purpose:

Helping more people to grow food.

Brand principles:

Great produce comes from better plant food. Urban Patch helps your plants grow more from less, creating healthier and stronger produce with less impact on the environment.

Brand personality:

Accessible and empowering / Trusted and Supportive / Creative energy / Uncomplicated