Color Theory sprouted when our client sought to present Lowe’s with an environmentally friendly live-plant program geared toward millennial, or Generation Y, shoppers.
After meeting with our client to learn more about the program’s goals and parameters, TRINDGROUP recommended a complete identity development campaign. Since the company already possessed an established brand and market presence, distinct branding for the new product line provided exciting opportunities to take an original and targeted approach.
Our team began the branding process with audience research. “Millennials” are typically defined as individuals born between the early 1980s and the early 2000s, but the rapid development of technology during these decades results in vast differences between each end of the spectrum.
To understand how this diverse target demographic makes plant-buying decisions, we investigated earning potential, spending habits, values, attitudes and lifestyles and identified our target customers as Experiencers: tolerant, action-oriented shoppers who follow trends and support brands that permit self-expression. Once we better understood our target customers’ shopping motivations and their potential barriers to purchase, such as budget and space restrictions, we transitioned to name development.
Strategy Development: The Psychology of Color
Through team-wide brainstorming sessions, our ideas about the new program began to evolve. We realized the potential for a product line based around color – and how consumers use color to enhance their indoor or outdoor space, as demonstrated in the paint industry. We then developed three brand name concepts, as well as associated product names, and presented our client with the options. The chosen winner – Color Theory – harnesses the psychology of color to influence plant-purchasing decisions and expresses the connection between color, emotion and self-expression.
Identity Development & Print Design: Bringing Color to Life
As research shows the target audience values individuality, we wanted to reflect this quality in overall brand design, as well. The Color Theory logo transitions from white to multi-colored, illustrating how the brand brings instant feeling into an environment. Inspired by Pantone color palettes, we developed color combinations and names for four “Expressions,” entitled with emotive action words – Create, Energize, Adventure and Savor. The Expressions’ action-oriented names and slogans appeal to the emotions associated with each color palette and encourage hands-on involvement.
Every Color Theory Expression showcases a combination of three complementary live plant varieties, hand-selected to grow well together. To ensure these products stand out from other Lowe’s garden center plants, TRINDGROUP developed captivating cart banners, tray signs and pot tags. Since the combinations in this new product line are seasonal, we overcame the lack of imagery by creating 3D-renderings of the planters. These renderings provide additional depth and movement to the designs, bringing the combinations to life in vivid color. The clean yet attention-grabbing displays distinguish Color Theory products with style and motion while providing vital real estate to promote the line’s eco-friendly distinction.
To accompany in-store marketing pieces, the TRINDGROUP team also designed and built a responsive website for Color Theory. Mimicking the other design elements, we once again harnessed color and movement to add youthful, expressive flair that appeals to the target consumer. Color Theory’s new website explores the brand from its name to its environmentally responsible growing practices and details plant varieties, color combinations and PIY (Plant-It-Yourself) steps.
From concept to garden center, TRINDGROUP worked with our client to develop a product line unique from the company’s existing identity and the competition. Through clever branding and emotive design, TRINDGROUP helped our client introduce its new market to the vigor and beauty of live plants.