Hawthorne Gardening Company: Black Magic Performance Hydroponics
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Black Magic is a new company from the Hawthorne Gardening Company that aims to offer the leading performance hydroponics products for all levels of growers.
Before introducing it to the public, The Hawthorne Gardening Company invited Mother New York / Mother Design to build the brand. The powerful heritage of hydro growers permeated our research conversations with everyone from gardening sales people to individual growers in Northern California and Colorado. We followed this lead and honored these roots in the brand's identity, elevating the counter culture movement to a modern context. The design system pays homage to the intersection of biker, tattoo and grow cultures, creating an authentic voice through which the secrets of hydroponic growing could reach the masses. This system was deployed across packaging, in-store display and signage, digital experience and social media.
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Audience understanding, brand foundation design, brand identity, digital, and packaging at Mother New York / Mother Design in collaboration with Black Magic Performance Hydroponics and The Hawthorne Gardening Company.
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Strategy direction: Bruno Frankel; Strategy: Gilian Rappaport, Daniel Edmundson, Monty Ramirez; Design Direction: Yego Moravia; Design: Tom Grunwald; Copywriting: Marisa Aveling; Project Direction: Julia Shapiro, Czarina Hasbani
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Images courtesy of Mother Design