Superhero Herbs

Optima Planta grows herbs with humidity in AI controlled cultivation boxes. With plans to conquer the world with locally grown fruit and vegetables, Optima Planta is starting off with herbs. It’s called aeroponics, and is NASA technique enabling more taste, without soil and with 95% less water. A method also making it possible for anyone to become a sustainable farmer. We were asked to bring this brand from B2B to B2C with a new identity, packaging design and story.

Since consumer behaviours have changed and people’s sustainable awareness has increased. Many questions traditional methods and search for alternatives. There’s a huge demand for locally grown and produced products. So Optima Planta’s ambitions is spot on since it allows anyone to be a sustainable farmer. A game changer worth talking about. Unfortunately, it’s gotten hard to stand out with just being “green”, “sustainable” and “local”. But compared to the competition – Optima Plantas’ got their superhero features!

The challenge was to stand out as sustainable since it’s far from unique on today’s herb shelves. All basil, rosemary and mint claim it. Our main objective was to make the packaging solution show that Optima Planta is lightyears ahead, pushing “sustainable” to the next stratosphere – on all levels.

Our packaging idea has an upstream innovation approach; plastic free, no pots and just a minimal paper wrap made from de-compostable paper. It was important for us throughout the design process to make every decision with the simple principle of using less material to minimize waste. By showing the plants roots instore, we’re contradicting the standards, giving us reasons to speak about the environmental benefits of soil-free farming. We dressed all of this up in a playful story and expression with superhero references, a differentiating colour scheme and distinguishing verbal tonality. With vibrant “pow” and “wow” splashes – Optima Planta’s herbs stand out on the otherwise traditional herb shelves – making aeroponic cultivation fun, appealing and understandable.