Growing a new business in an already crowded market.
Life-Gro is a line of hydroponic equipment designed for home use. They were developed by a local manufacturer interested in capitalizing on the new laws allowing homegrown cannabis. Fortunately, their products were excellent at delivering premium crops. Unfortunately, the hydroponic market was already crowded with well-established competitors and the cannabis market was rapidly growing a host of fresh young start-ups. They needed to quickly establish brand awareness and get noticed by retailers, distributors, and consumers.
STRATEGY: IDENTIFY UNIQUE APPEAL AND VOICE
To differentiate itself from a crowded market, Life Gro needed to find their unique value proposition and appeal to a target audience. After discussions with the product developers and market research, Percussive Design discovered the niche market and consumer that isn’t being served by existing products. The consumer persona is a home grower who isn’t just dabbling in hydroponics, but is committed to being successful and takes pride in their advanced knowledge and abilities.
Key characteristics of the Life-Gro brand informed it’s visuals: quality craftsmanship, and a made-in-the-USA spirit. Nature-inspired colors with clean illustration is a modern take on traditional gardening. And a casual script font that you might see on a varsity lettermans jacket, adds a bit of wit and Americana.
Given its unconventional market, Life-Gro embraced cannabis culture with both a straightforward and witty tone. Clever (and eye-roll inducing) puns balanced a candid language. The goal is to sound like an informed friend with a witty sense of humor.