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Microgreens are growingly becoming popular as a healthy addition to the fast-paced lifestyle. The nutrient-rich range is easy to grow and comes with a lot of health benefits. Their subtle flavour allows great scope for experimentation when it comes to recipes from smoothies to pizza toppings, they pair well with all. They are rich in essential vitamins such as C, E, and K, and minerals like iron, calcium, and magnesium.
This nutritional week let’s take a look at these micro plants filled with macro-level benefits from the SciArt lens and understand how they can add to a healthy diet.
We at PurpleBlue House got the chance to dabble with the world of microgreens through a client collaboration for branding, and it has been growing on it. We were approached by a microgreens brand based out of Modesto, California for a branding and packaging requirement that became a catalyst for us to immerse ourselves into understanding the growing popularity of these plants.
Sunburst Microgreens and Plants is driven by the passion for providing the freshest, most flavorful, and nutrient-rich microgreens available. We are on a mission to redefine your culinary experience and promote your overall well-being through the power of microgreens.
Brief: Urmila Joshi, Founder of Sunburst Microgreens and Plants, reached out to us to help her build the identity of her brand that captures the essence and makes it stand out. She wanted her brand to cater to people who are health-conscious and experimental.
Approach: Build Sunburst Microgreens and Plants identity that brings to life Urmila’s passion, and vision yet has a humble appearance that gives the customer a homely feeling. The focus was to ensure it resonated with both online and offline audiences.
As we began our branding research we saw the possibility of a greener future through the vibrant and sustainable approach using microgreens. We understood that in terms of branding, microgreens had to be something that people could relate to and also appear experimental.
How do you make something new relatable?
During our initial brainstorming session, we realised that there needs to be something that people are drawn to. Urmila’s rough sketches of the logo included the sunburst succulent which struck with us as the perfect thing to build on. We decided to use our idea as our inspiration for the logo of the brand- something relatable. For the brand to speak to people and evoke the sentiment of homeliness the aesthetics had to be simple yet emotive which led us to fuse the Everyman and Creator brand personality archetypes. The blend of the two personalities captured the essence perfectly- empathetic and creative.
How can we blend the two personalities and develop the identity of the brand? What would define the brand’s identity?
Food is extremely emotive. While microgreens are considered to be superfoods, Urmila’s idea behind Sunburst was to let people be creative and experimental. We drew inspiration from the same source as Urmila- nature. We ideated on bringing the vibrancy of microgreens and plants to define the colour palette for Sunburst. The hues of green, yellow and orange gave the creative essence to the brand the brown tone offered an earthy touch. Using the vibrant colour palette and microgreen, we created a subtle pattern for the brand's collaterals.
“The whole branding exercise for Sunburst Microgreens was kind of self-discovery for the brand itself and for me. During our discussions, research, and exploration, we were able to uncover the brand's core values, mission, brand voice, etc. This exercise illustrated the important role that microgreens play in promoting health, nutrition, and sustainability, which helped us to co-create these concepts into a brand's tagline that also resonates with the target audience. By distilling these insights into visual elements, such as the logo, text 'Microgreens and plants', and colour palette, we managed to convey the brand's essence effectively. This branding process has surely deepened our understanding of Sunburst Microgreens and plants and thus the brand's identity.” - Urmila Joshi, Founder, Sunburst Microgreens and Plants
Sunburst Microgreens and Plants is beyond a brand; it’s a story. A story of a young girl who enjoyed gardening with her father and turned it into a passion. The humble beginnings of Sunburst from the kitchen garden of Urmila and the vision to help people choose a healthy lifestyle with the subtle addition of microgreens to their diets were our biggest sources of inspiration.
A brand is not what meets the eye but what it evokes which is what we achieved through our collaborative approach.
“One aspect that truly set this branding project apart was the emphasis on collaboration and co-creation, I always felt involved in the branding process. Even though your team is the expert for designs and branding, my inputs were seriously considered for all the designs or concepts. This always gave me a sense of connection. The process of creating a brand's visual identity using different artistic styles was a really great experience.” - Urmila Joshi, Founder, Sunburst Microgreens and Plants