Potted goods : designing a houseplant retail experience for the modern consumer

Abstract

The advent of e-commerce and other technological innovations along with the rise of the contemporary consumer have forced a shift within branding. This study explores how branding has matured into a ubiquitous force across society and what effective brand building means in today’s age. Potted Goods is the final output of the practical component of this study–a product of an elaborate branding process spanning a wide range of disciplines. Potted Goods is a fictitious houseplant retailer that seeks to bridge the gap between plants and humans by means of innovation and creativity, with quality of interaction at the heart of the brand strategy and interface. The horticulture industry, particularly the houseplant market, is thriving worldwide, experiencing year-on-year growth. Locally, houseplant retailers adopt a somewhat antiquated approach to attract and retain customers. This gap in the market makes for a relevant project that bears both artistic and commercial potential. A wide range of research methods are employed to inform the strategy and design choices behind the brand– initiating with quantitative research to explore both sides of the market, the business and customer, and concluding with a testing exercise to assess the consumer journey.