Grow Gardens Branding Strategy

This project was commissioned in collaboration with a marketing agency based in Ireland. The project was born as an approach to nutrition and the ability to grow healthy produce from home. This is the strategy, in a nutshell.

BRAND DNA

Brand Purpose

We exist because we want to help as many families as possible to learn how to grow their own fresh quality produce in their homes. We want to improve their lives by allowing them to experience a unique high-quality process that involves a healthier lifestyle, as well as a feel-good factor from growing food. We intend to be part of a profound connection between families by allowing kids and family members to get involved in the growing process, thus facilitating the amount of time they spend together and creating moments that will last a lifetime.

Brand Vision

We aim to become educators within the importance of good nutrition by giving people purpose, responsibility, and appreciation for high-quality and sustainably grown food. We intend to dedicate our efforts to help bring families together and create everlasting moments with meals, as they have the power to bring people together.

Brand Mission

We are committed to inspiring, nurturing, and empowering people to take their tower garden and make it a part of their daily lifestyle.

We want to educate our customers about waste and pesticides and make them aware of how they affect the environment.

We intend to align the importance around good nutrition by making it fun for all the family. We are also committed to having consistent and ongoing support by encouraging a collaborative environment for the whole family to get involved with their tower garden, and sharing moments together.

Brand Values

Contribution, Happiness, Honesty/Transparency, Purpose, and Growth.

Audience

Our persona is a health and wellness coach named Rebeca. She’s 29 years old and she lives in County Clare, Ireland. She’s married and has a 5-year-old son. Her family is very healthy and concerned with their overall wellness, so it’s important to them to have access to fresh produce.

Both Rebeca and her husband are entrepreneurs, so they’re busy all the time, and they barely have time to cook healthy and delicious meals for their kid. They’ve also come to the realization that fresh produce is very expensive and it’s not always pesticide-free, so they’ve decided to take action and grow their own fresh produce from home. That’s where Grow Gardens come in…

Difference

We help busy mothers, who are looking to improve their families’ life quality by growing the finest fresh produce in their homes. We provide a unique approach, unlike those of our competitors, in which we value bonding moments through the facilitation of the growth of fresh quality food and the involvement of children in the process. It’s the little moments that help families come together, with the power of good food, that allow us to shape the future of Irish families into relationships that will last a lifetime.

Brand Personality

Archetype

• 70% the everyman: Sincere, helpful, and genuine. Responsibility for the community.
• 30% the caregiver: Empathetic, helps others, gives back.

Tone of voice

Friendly, helpful, reassuring, educational

Core Messaging

• I’m Noirin, owner of Grow Gardens, and I help mothers, who are looking to improve their families’ life quality by growing the finest fresh produce in their homes, thus allowing them to save money and create healthy choices around their household.
• By providing a way to facilitate the growth and produce of fresh quality food from the comfort of people’s homes, we allow them to improve their health choices, making a positive impact and creating more family bonding moments.
• We aim to become high-level educators within the importance of good nutrition by giving people purpose, responsibility, and appreciation for high-quality and sustainably grown food. It’s in our best interest to dedicate our efforts to help bring families together and create everlasting moments with meals, as they have the power to bring people together.
• Our core values are

1. Contribution to the community by ensuring the best experience through a collaborative environment that provides a sense of belonging and ongoing growth and appreciation.
2. We aim to provide happiness by ensuring a lighthearted and fun experience. We spread joy amongst our customers by bringing families together using high-quality food as the medium.
3. We are 100% committed to providing a sense of security with professionalism and honesty by making sure our customers receive the best value in our products, as well as the best service.
4. We aim to give families feelings of achievement. By bonding and communicating through family meals, our clients will get a better sense of well-being, purpose, and growth.

Tagline

Meals that bring the family together.