The Assignment:
Brand Tone & Messaging
FOR Digger’s Delight Premium Potting Soil by Penick Organics
Designed to…
PERSUADE female home gardeners in the Southeast
WHO are interested in container gardening, but who may have been disappointed with previous attempts,
TO invest in a premium, locally made potting soil, even though it may cost more than the mass-produced market leader
BY crafting an approachable and reassuring brand tone of voice that makes gardening feel fun (and even a bit luxurious), paired with clear brand messaging to help new gardeners understand why growing better flowers often starts with better dirt.
For this project, I created the Brand Tone and Messaging for the Digger’s Delight line of gardening products. I also produced the Copywriting for a series of retail sales sheets for each product in this line, including the one featured here. Jimbo Harwell and Kyle Newton handled the graphic design for this series.