Urban and design-conscious
Urban professionals with busy schedules, high quality expectations and an interest in interior design, sustainability and smart living.
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Case Study · Branding & Brand Positioning · Fictional Brand · AI-assisted visuals
From a technical product to a clearly positioned brand.
For UrbanRoots, I developed the brand positioning, visual identity and a conversion-focused landing page for a fictional SmartGarden.
01
Initial situation
The SmartGarden needed a clear brand position.
The SmartGarden combines hydroponics, app control and automated plant growth.
For a design-conscious target audience, technical functionality alone is not enough. The product needed to be positioned so it fits naturally into modern, premium living spaces.
Starting point
Technical gardening device
Functional and technical, and easily perceived as a conventional gardening device.
Positioning goal
Design object for modern kitchens
Aesthetic, premium, sustainable and suited to modern interiors.
02 · Positioning
The focus is on design-conscious urban professionals.
Fresh herbs, little time
Fresh herbs and conscious living are appealing. Traditional plant care often does not fit into a busy everyday life.
Automated care for everyday living
An almost automated SmartGarden that combines functional value with a premium interior aesthetic.
Convenience + Design + Sustainability instead of price competition.
Starter set
€299
Premium segment
03 · Brand identity
A brand between nature, technology and interior design.
The positioning led to a brand system that does not treat nature and smart living as opposites, but deliberately connects them.
Natural.
Smart.
Stylish.
Primary combination mark
Reversed
Monochrome
Logo concept
The stylised U combines the brand name with the shape of a planter. Leaves represent growth and nature, while the roots reference origin, sustainability and a connection to the natural world.
04 · Visual system
A calm colour palette with a clear brand presence.
Warm Off-White
#F2F1EC
Base · Calm · Home
Forest Green
#2A4034
Nature · Brand · Premium
Warm Gold
#B8A45C
Quality · Accent · CTA
Sage
#BCCCC1
Natural feel · Calm
Deep Green
#18261E
Depth · Premium Contrast
Imagery
The SmartGarden as part of modern living spaces.
The imagery shows bright interiors, natural materials and everyday situations. This makes the SmartGarden feel like a natural part of a modern kitchen.
05 · Benefit communication
Turn product features into clear benefit messages.
Feature
Hydroponics
Plants grow without conventional soil.
Benefit
Less effort
Cleaner, simpler growing directly in the kitchen.
Brand message
Fresh herbs without a green thumb.
Feature
App & Automation
Lighting and care are controlled intelligently.
Benefit
More convenience
Fewer care mistakes and less day-to-day effort.
Brand message
Fits around your routine.
Feature
Premium materials
Wood, metal and recycled materials.
Benefit
Visible quality
The product fits naturally into premium interiors.
Brand message
A design object for the kitchen.
06 · Landing Page Concept
The landing page turns strategy into a concrete user experience.
Positioning, benefit communication and visual identity come together in a conversion-focused landing page.
Landing Page
From the lifestyle-led hero section and benefit messaging to trust elements and the final purchase CTA.
01
Attention
→
Product and lifestyle in the hero.
02
Identification
→
Interior setting and target-audience fit.
03
Problem & Solution
→
PAS-based benefit communication.
04
Trust
→
Warranty, materials and social proof.
05
Purchase
Price and a clear final CTA.
My contribution
Brand Positioning
Target Audience Development
Brand Identity
Logo & Colour Palette
Brand Voice
Landing Page Concept
Copywriting
Visual Design
Developed further
Content Strategy · Instagram & SEO · Brand Monitoring · Crisis Communication