AquaGarden
Chefs connected with AquaGarden’s knowledge and passion. Building a brand around the science of hydroponic farming gave AquaGarden the tools they needed to communicate their expertise in an accessible way.
User research.
We did in-depth interviews with AquaGarden’s customers - chefs. While the colour, flavour and quality of their produce stood out, it was their passion and knowledge that customers really valued.
“It comes down to supplier knowledge. They are clearly experts at what they do, they know the products inside out and that gives us confidence.”
- Quote from user research
Product cards give chefs flavour combination suggestions and top tips on storage.
Market strategy and service design.
To draw AquaGarden apart from their competitors we focused their brand on the knowledge and expertise of hydroponic farming.
AquaGarden’s core service is a weekly micro-greens subscription. Mapping the service from end-to-end we identified key touchpoints that could be used to communicate their brand message.
We knew chefs used Instagram for inspiration. We also identified the point of delivery as a key moment when chefs looked to the company for guidance. Welcoming new customers was an opportunity to make customers feel special and communicate AquaGarden’s expertise while showcasing their friendly approach.
Brand development.
Illustration by Lucy Flower.
Copywriting by Killer Poet.
The AquaGarden brand gives subtle nods to hydroponic farming techniques through the use of green and blue against a subtle dot pattern - inspired by the growing units.
The visual look and feel is inspired by botanical illustrations. By offsetting an illustration style steeped in knowledge with a bold colour palette, the brand captures modern authority.
Bringing to life the service design, Instagram is used to inspire chefs through flavour combination suggestions, product cards are included in deliveries and give helpful storage suggestions. We welcome customers with a branded mug and an offer of a cuppa and a chat whenever they are working on their new menus.
“Emma really got to the heart of what our customers valued. Because we built our brand and service offer around this insight, we knew it would hit the spot.”
— Oliver, Founder and CEO AquaGarden
Playful language used across social media highlights the companies expertise while inspiring their customers.
