// HYPER ISLAND STUDENT PROJECT - THE STUDIO //

GRÖNSKA IS A VERTICAL FARM BASED IN STOCKHOLM, LEADING THE CHANGE FOR A MORE SUSTAINABLE FUTURE BY PRODUCING FRESH HERBS AND GREENS RIGHT HERE IN THE CITY.

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BRIEF
Convince consumers that GRÖNSKA is the future of food!

BUSINESS OBJECTIVES: Increase sales in store by improving their visibility, and create more brand awareness with an online strategy.

TARGET AUDIENCE: Females aged 30-50 interested in sustainability, and males 30-50 interested in cooking.

SO HOW MIGHT WE…
make GRÖNSKA more visible in stores and online, educating people about the future of food, with limited resources? And visualise the tech aspect of their business in a fun and simple way?

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SOLUTION

RETHINK NATURAL was the phrase that guided our new branding and strategy. We want to empower consumers by educating them about their food, rethinking current (bought) labels of ECO/EKO as natural; what is so natural about importing foods from other countries? We know that people are interested in food technology, but we also know that they are afraid of it. So by focussing on transparency and education, we could demystify the industry and lift GRÖNSKA as a pioneer in Sweden, or even Europe.

We created a Brand Bible to make this transition easier for them, providing all the colours, current graphics, logo and a tone of voice guide. The key to this tone of voice is to lift GRÖNSKA’s technology, explaining in the simplest terms what it is they do, and making it fun and interesting.

The online strategy incorporated all of these elements, providing a guide to social media posts, and an idea for their website to include a “Transparency” function that allowed customers to follow the journey of their herbs/greens with environmental information included, such as CO2 emissions and distance travelled - comparing this to the average used for comparative imported goods.

To create in store brand awareness, we created a new graphic profile, using the colours from their unique LED light system, and a tone of voice that is more bold, fun and informative. The new colour palette is applied to stickers and signage, and a new white industrial, modular shelf is used to display their herbs, with the option to connect regular LED string lights.

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TEAM

My role in this project was Creative DIrector and Copywriter, I also created the Brand Bible.

Maja Edelbring - Project Manager
Nicole Ostashkevich - Graphic Designer
Molly Kvarnbäck - Content Producer
Rickard Öhman - Content Producer
David Nilsson - Strategy