My client, Vitaterra, needed a new brand for gardening fertilizers with a different approach than its main brand. Masplant is a brand for retail markets aiming to young or familiar consumers, not experts but into gardening or beginners. In addition, the packaging associated with this brand must also be attractive to this type of consumer without appearing ostentatious or too elegant, since it is a budget product in a common packaging.

It seemed to me very clear that both, the brand and the products, should express freshness and closeness. The image had to be easy to recognize and dynamic, but looking for a balance that could be suitable for a wide range of consumers: not too childish, not too transgressive, not too classic, not too technical.

The brand is composed by the words Mas Plant with the + sign in the middle. The + sign represents positive mind and improvement concepts, with the intense green color referring to the plant world and freshness. It is a youthful color. The composition of the letters with the + sign form a compact, and visible mass. I added some rounded and organic shapes to refer gardening in a fun and dynamic way.

The brand is integrated into the packaging on a black line that separates the side with information from the side with decoration. The lower part of the packaging has a distinctive color for each type of product depending on its usefulness. And the upper part has a pattern related to that use. The color of the lower part matches the pattern elements of the upper part, giving the product a balanced, orderly, clean and recognizable image on the shelf.
Brand and products are in good harmony and are adaptable to any possible expansion of the range with clear guidelines.