Growlandia is quite an unusual product. It is made by an independent farmer Obidkhan, in Dekhanabad region, south-eastern Uzbekistan. Obidkhan’s main job is the cultivation of worms. He raises and sells Californian ribbon worms for other farmers, gardeners, and agronomists.

Obidkhan discovered that his worm farm generates a lot of fertilizer that could be sold as another product for the same auditory. Here is when Obidkhan found us and asked to design packaging for his new fertilizer.

The audience of the product was clear: farmers and individual gardeners who love plants, vegetables, and flowers. Later on, we found another target auditory — owners of private greenhouses.

Before creating sketches of packages, we went on building a strategy. Separated the audience into three parts: gardeners, who use fertilizer at home for their own flowers and plants, farmers, who use our product in growing vegetables and fruit, and greenhouse owners who need a specific fertilizer.

After getting a concrete client portrait, we started the design process. Obidkhan wanted the packaging to be modern, illustrative, and bright. We agreed and made packs which show the customer where exactly he can use the product.

For gardeners, we placed home-grown plants on the pack’s front side. For farmers, we chose flowers, while the product pack of fertilizer for greenhouses was illustrated by tomatoes.

It was important not to make the packaging standard — mainly fertilizers are described as something dirty, specific, and huge: a lot of producers fill packs with 5+ kilograms of product, considering fertilizer as a thing that is used only in huge amounts.

But we decided that small farmers, gardeners and just anyone else can easily buy our product and carry it on his own without problems — here is why our packs contain just 1 kilogram of fertilizer.

We also left room for big packs — 3 and 5 kilograms each, as we still had big companies that felt more comfortable to buy more fertilizer at once.

All in all, we accomplished the mission of making Growlandia fertilizers a product, that is close to people, attractive and mobile so that anyone could garden better with us.