den - Soil for plants & planet
A 100% plastic-free soil brand grounded in sustainability.
About the project
DEN reimagines soil packaging using compostable, plant-based biopolymers and rigorously vetted local ingredients—creating a sustainable product that speaks to both eco-conscious consumers and environmental responsibility.
MY ROLE + CONTRIBUTION
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Crafted DEN’s visual identity and brand voice from scratch, working closely with another designer. From logo system to creative direction, every element—from photography to typography—was intentionally researched and iterated to express DEN’s ethos.
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Led market research and stakeholder interviews to define DEN’s core customer segments: boutique wholesalers and eco-aware urban plant lovers (aged 18–35). Identified opportunities in aesthetic plant care products designed for small, design-forward living spaces.
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Designed user flows based on four personas (new visitors, first-time buyers, loyal customers, and blog explorers), ensuring the website supports multiple entry points, user goals, and discovery behaviors.
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Conceived, prototyped, and refined packaging that is either fully recyclable or biodegradable. Final typologies include a paper bag with compostable lining, recyclable paper tubes in various sizes, and a plant-based packet.
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Shaped a brand narrative that highlights soil, not just the plant, as a vital—and often misunderstood—ecosystem. Designed campaigns to educate consumers on soil’s key role in air filtration and sustainability, reframing traditional soil messaging.
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Curated imagery and art direction to spotlight the beauty of natural ingredients. Visuals emphasize authenticity—showcasing soil components as part of a story of hidden beauty and ecological impact.
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Developed an ingredient-focused content strategy including a blog and homepage segments spotlighting individual ingredients and their environmental impact—fueling both site engagement and social content.
I UX design
education
DEN’s is committed to educating their customers on both plant and planet health. To showcase some of their sustainability and botanical expertise, we created a blog page that allows DEN a platform to communicate while also generating content for their social media channels.
ingredient focused
The impact and curation of the ingredients in DEN’s products lead us to spotlight each of them individually on the homepage as well as a dedicated ‘INGREDIENTS’ page. The ingredients page references relevant blog posts that allow visitors take a deeper dive into a materials impact and sourcing.
II packaging design
Through an in depth research effort into biodegradable packaging, we selected three packaging typologies:
(1) a large, 12qt paper bag with a compostable biopolymer lining
(2) fully recyclable paper tubes in three custom sizes
(3) a plant based, biodegradable plastic packet
We designed, mocked up and tested many iterations of our packaging designs before ordering our final (final_final_final) design to be printed.
Initial Packaging Iterations
final packaging files:
