Instead is a direct to consumer all-natural lawn care company. In collaboration with Hanft Ideas, we created the name and positioning platform to push against the way that traditional lawn care companies look and how talk to their customers. To complement the bold, understated logo and type-forward package design, we collaborated with acclaimed artist Geoff McFetridge to create a library of witty and irreverent illustrations. The tile-able linework grass scene tells numerous fantastical stories among the super-scale blades of grass.

We really got into the weeds on this one.

Scope: Naming, Brand identity, Art direction, Packaging design, Website