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A simple one-page website features gardening hacks, plans & designs, user stories, videos and infographics. -
The Yuji app is the gardener’s portal to social interaction and helpful information. Users can swap or donate extra produce, learn how to improve quality and yield, or simply ask the meal planner for dinner ideas.
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Packaging focuses on the physical growth & enjoyment aspect by mimicking takeout containers with miniature garden tools that look like forks, knives and spoons. Seedlings will be delivered in plastic bottles or lidded cups, seeds in condiment containers and starter clippings in takeout containers. -
Yuji Juice Infuser Kits encourage users to grow, create and share fruit & vegetable based Yuji infusion recipes or invent new, twisted concoctions. Each kit is branded with the Yuji logo and a playful hashtag and contains an infusion insert, recipe and a small seed packet. -
The Yuji stationery suite includes letterhead, branded envelopes with a colorful insert and business cards in 2 colors. -
The aprons worn by Yuji installers and garden gurus help emphasize the ‘food’ aspect of gardening, as opposed to coveralls, which look a lot more like dirty work. -
The Yuji fleet of delivery vans and trucks feature a variety of slogans and hashtag puns.
Yuji
Branding | Web + Print Design |Â Video | Copywriting
- Situation
Originally branded ‘Urban Gardens to Go’, Austin, Texas-based Yuji manufactures compact urban gardening kits. The company’s emphasis on community interaction & philanthropy encourages young adults in the local area to invest in the social, educational, physical and spiritual benefits of gardening.
- Strategy
Yuji’s branding objective was to position its 4-point growth philosophy as an antidote to loneliness, depression and anxiety fostered by an increasing dependency on online interaction. Competitive audits and surveys revealed no one else in the market was targeting the coveted millennial demographic leaving the field wide open for Yuji to position itself as a brand leader.
- Solution
The original company name, Urban Gardens to Go, had limited equity and was not terribly distinctive or catchy. The name Yuji is shorter, more memorable, more likeable and—incidentally—bears some appropriate similarity to the Japanese word for friend, yujin.
The tagline ‘grow together’ is an inviting, multi-dimensional expression of social activity, personal maturation and community improvement. Yuji’s growth message is communicated with an authentic voice and cheerful attitude supported by bright colors, candid imagery, quirky shapes and a logo that combines a leaf and speech balloon to indicate the product’s social aspect.
- Skills
Brand strategy, marketing research, identity development, copywriting, print design, web design, motion graphics, video production, voiceover, social media
