With a target audience of urban dwellers aged 18-40, Biophilia wanted branding and illustrated packaging for their wildflower seed mixes. The brief stated that packaging needed to be unique, bright and contemporary to appeal to a whole new generation of budding plant growers. The company’s philosophy is to encourage communing with nature and bringing the outdoors inside.

 

Organic shapes were used and placed to produce a feeling of randomness. Textures were applied to some shapes and others were left as two-dimensional objects.

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To appeal to the demographic and accurately represent the flowers in each mix, bright colours were used against a pink textured background.

 

Animal prints were also used in the background and over greenery to add an element of wildness to the print.  This animal print was carried over to the inside of the packaging to add a pop of contrast and interest.