Cactus is a brand of modular sustainable appliances, on a mission to end household resource waste.

Unless we find a permanent solution for our sustainability problem, the entire world could become a desert. However, if you ever find yourself stranded in the desert, fret not, because a cactus might hold just enough water for you to quench your thirst. Based on this metaphor, the branding is directly inspired by the Sonoran Desert in North America.

The colour pallette is directly inspired by the Sonoran Desert in North America, the most biodiverse desert in the world, while the logo simply represents the cross-section of a cactus. Using a classic serif font like Garamond gives the logo a timeless look meant to establish the idea that Cactus is here to make a change, but it’s also here to stay.

The Saguaro kettle only holds about 300ml of water, which should be enough for a cup of tea, making it perfect for single-person households, students, and people living in tiny homes. It is designed to be modular, so it can be easily expanded if needed.
The name “Saguaro” is another reference to the Sonoran Desert, and so is the shape of the kettle, which looks, of course, like a cactus.

This was a university branding project. I was tasked with finding a solution to a sustainability problem using design. Thus, I created the concept of the Saguaro Kettle, a small kitchen appliance that aims to reduce water waste, and the brand behind it. Because this was a personal project, everything from research and concepts to final visual identity and product design was done by me.