Living Earth wanted an overhaul of their brand identity and packaging. We began by dividing their product portfolio into 2 distinct ranges: Organic, and the fertiliser-enhanced More Than. Our aim was to show “high performance” in a natural and recycled way, rather than the typical high tech or high-octane approach. Our concept is a series of illustrated stories about characters trying to contend with the fairy-tale growth of gigantic plants, appealing to both seasoned gardeners and newbies. The packaging repositioned Living Earth as a category leader and received a Gold Award at NZ’s prestigious Best Awards in 2012.