Cover Design

V.co
Creative Brief

Overview company intention

Improving the environment by revolutionizing composting process with the
Nearly 1/3 of all food produced in the world is thrown away. With our product use of vermicomposting.
Greenbox, V.co intends to combat this major issue and create alternative uses
that will recycle food waste instead. Greenbox uses vermicomposting (earth- product name
worms) to reduces food waste, eliminate odor, and create nutrient rich soil with Greenbox
a natural pesticide produced by the worms and allows home cooks, environ-
mentalists, and gardeners to easily compost and grow fresh produce from product tag line
home. Included Greenbox Pods can be used as planting pots for window sills Save it. Grow it.
and outdoor gardening.
brand attributes
convenient, nature, organic

tone and image

functional, causal, friendly

visual references

Industrial Designers
Ryan Lafayette
Robert Soper value proposition
Greenbox helps gardeners and homeowners who want to reduce food
Graphic Designers waste and odor by creating nutrient rich soil that can be used to grow food.
Artin Azimi
Rita Liu messaging
Sarah Pak The world has finite resources. We use too much and recycle too little. Greenbox will reduce
Matthew Wong waste and create soil that will in turn create food, naturally and conveniently.

customer profile
Environmentally-conscious, money-savers, independent, anti-GMO/pesticide

competitors
Trash Bags: Glad, Hefty, BioBag; Fertilizer: Scotts, Miracle-Gro; Vermicompost: The Worm Factory,
VermiHut, Uncle Jims Worm Farm

V.co page 1 | Create brief DSGN 197 | BA Senior Class | Project 3

V.co
Brandmark

Pink
100% Black CMYK 24:42:32:0
RGB 196:154:154

Dark Pink
80% Black CMYK 40:49:44:6
RGB 154:126:125

Light Green
60% Black CMYK 37:0:89:0
RGB 171:209:77

Black
40% Black CMYK 0:0:0:100
RGB 35:31:32

Moon
Bold

9/11 pt 11/13pt 15/17pt 15pt

EPERIANIMA VELENIM ILLITION NIAS
DICI OMNIHIL LIQUATA EA SI ACCUS.
Molut anis untem faceperibus eatem
quatemp erundelectia quaeper naten
issume cus ariat fuga.
12345678910
EPERIANIMA VELENIM ILLITION NIAS
DICI OMNIHIL LIQUATA EA SI ACCUS.
Molut anis untem faceperibus eatem
quatemp erundelectia quaeper naten
issume cus ariat fuga.
12345678910
EPERIANIMA VELENIM ILLITION NIAS
DICI OMNIHIL LIQUATA EA SI ACCUS.
Molut anis untem faceperibus eatem
quatemp erundelectia quaeper naten
issume cus ariat fuga.
12345678910
Online alternative
ITC Stone Serif
EPERIANIMA VELENIM ILLI
NIAS DICI OMNIHIL LIQUATA.
Molut anis untem faceperib
eatem quatemp erundelectia
quaeper natenissume cus
ariat fuga.

12345678910

V.co page 2 | Brandmark DSGN 197 | BA Senior Class | Project 3

V.co
Productmark

Light Green
100% Black CMYK 37:0:89:0
RGB 171:209:77

Green
80% Black CMYK 85:10:100:10
RGB 0:148:68

Black
40% Black CMYK 0:0:0:100
RGB 35:31:32

9/11 pt 11/13pt 15/17pt

Regular EPERIANIMA VELENIM ILLITION NIAS
Semibold DICI OMNIHIL LIQUATA EA SI ACCUS.
Molut anis untem faceperibus eatem
quatemp erundelectia quaeper naten
issume cus ariat fuga.
12345678910
EPERIANIMA VELENIM ILLITION NIAS
DICI OMNIHIL LIQUATA EA SI ACCUS.
Molut anis untem faceperibus eatem
quatemp erundelectia quaeper naten
issume cus ariat fuga.
12345678910
EPERIANIMA VELENIM ILLITION NIAS
DICI OMNIHIL LIQUATA EA SI ACCUS.
Molut anis untem faceperibus eatem
quatemp erundelectia quaeper naten
issume cus ariat fuga.
12345678910

Greenbox page 3 | Productmark DSGN 197 | BA Senior Class | Project 3

V.co
Area of Isolation

x
x

x
x

V.co page 4 | Area of Isolation DSGN 197 | BA Senior Class | Project 3

V.co
Area of Isolation

x
x

Greenbox page 5 | Area of Isolation DSGN 197 | BA Senior Class | Project 3

V.co
Campaign Brief

Promotion campaign overview target market and audience

- Home Cooks, Environmentalists, and Home Gardeners
Greenbox is all about convenience and we want to convey this through our
marketing strategies. Our website will allow potential customers to learn marketing strategy and mix statement
about and purchase the product with the touch of a button. The belly bands Our marketing strategy is to target the type of people who are environmentally conscious in a way
show off the simplicity of Greenbox at a glance and emanates its ease of use. that is non-obtrusive and relays the aspect of convenience of the product.
Trade shows are a great way to show the Greenbox in use and talk personal-
ly with prospective buyers to once again demonstrate how easy our product is data sheet
to use. The datasheet is a quick and easy way to learn about Greenbox and its benefits while providing
the viewers with an idea of how they might be able to put it to use for them.

advertising artifact
Greenbox will be sold in partnership with Whole Foods at home improvement stores.

UX user experience
We want the audience to feel like they are doing something positive for the environment as well as
making their own personal hobbies more convenient and streamlined.

web site intention

Our intention with the website is to educate our audience about the effects of food waste and how
purchasing our product can lessen that impact while providing additional benefits for the home.

V.co page 6 | Campaign brief DSGN 197 | BA Senior Class | Project 3

V.co
Target Market Segments & Competition

Home Cooks Highest Degree Earned

high school diploma or higher

age
0 25 65 100

income
0 25K 90K 150K

Environmentalists Highest Degree Earned

college graduate
or higher

age
0 25 45 100

income
0 60K 150K

Home Gardeners Highest Degree Earned

some college,
college graduate or
higher

age
0 25 45 100

income
0 30K 50K 150K

Cooks At Home: although the home food Eco-Conscious: More than 75 percent of Gardens: 35% of non-gardeners told Mother
supply has remained the top source of daily respondents said it's important to buy Earth News that they do not have the space.
energy, only slightly more than half of US adults eco-friendly appliances 28% cited lack of time.
cook foods on a given day

Health-Conscious: 44 percent of americans Money-Conscious: Americans spend 43%

now include organic foods in their diets and a of their income eating out
full 50% avoid sugar

V.co page 7 | Target Market & Competitors DSGN 197 | BA Senior Class | Project 3
V.co
Data Sheet

Intention: To push a green agenda in which people can create vermicomposted fertilizer from worms
that eat food scraps. Greenbox allows home cooks, home gardeners, farms, etc to create
nutrient rich soil using a vermicomposting process in a clean, comfortable and easy way. The
intent is to re use wasted food and to avoid associating it with landfills.

I love using it!

Clean, easy, no fuss!
- Sarah Hubbs (gardener), MI.
Super convenient!
Makes vermiculture easy.
- Matty Dubs (environmentalist), KY.

Greenbox...
reduces food waste Nearly 1/3 of all food produced in the world
produces nutrient rich soil quickly goes to waste. Greenbox allows home cooks,
increases home appeal environmentalists, and gardeners to easily
saves money on fertilizers and pesticides compost and grow fresh produce from home.
is user-friendly Greenbox uses vermicomposting (earth worms)
to reduces food waste, eliminate odor, and
create nutrient rich soil with a natural pesticide
produced by the worms. Included Greenbox
Pods can be used as planting pots for windowsills and
outdoor gardening.

Worm Factory
V.co Greenbox 3-Tray Worm Composter

Product Dimensions 8 x 8 x 16 inches 16 x 13 x 16 inches

Item Weight 7 lbs 13 lbs

Retail Price $60 $80

Gardening Pods Included Not Included

Customer Rating

V.co page 8 | Data Sheet DSGN 197 | BA Senior Class | Project 3

 V.co
Marketing Strategy & Advertising Mix

Product Belly Band

Marketing Strategy: Our marketing strategy is to target the type of people who are environmental-
ly conscious in a way that is non-obtrusive and relays the aspect of convenience of the product.

Partnership with Whole Foods

*Wrapped in Plastic Shrink Wrap

Trade Show Booth

Our Vision
The Composter

Our vision is to raise awareness of sustainable

practices through user interactions. V.co Lid

attempts shed light on issues of food waste (LEVEL 1)

Food Scraps / Worms Tray

and its effect on the environment. We believe Food scraps and worms are placed in
this bin for easy access to refill and to

that when a large group of individuals can

Based on our early research and user feedback, we
create the vermicompost process knew we needed our composter to be easy to use,

low maintenance, and odorless. We found we could

make a small change, they can create a large

achieve all of these traits through a natural process
Bottom of the tray has little holes to
keep hold of the worms and food known as vermicomposting. In nature, the breaking

Divider / Connector scraps but to let the fertilizer the down of organic material into nutrients to enrich the

impact that can change the future

worms produce go from tray level soil is done by worms. We used this natural process
Meant to divide but connect the 1 to tray level 2 to seperate the
as inspiration for creating a small scale cycle for
vermicomposting process tray process from the result
(Level 1) to the resulting growing produce in your own home.

fertilizer (level 2) Health-Conscious: 44% of Americans

now include organic foods in ther diets
By feeding your worm workforce your food scraps

and other organic material, they break it down into a

and a full 50% avoid sugar
nutrient-rich fertilizer. This fertilizer can then be used

for soil-based or hydroponic gardening. Our composter

uses a multiple tray system that allows the worms

(LEVEL 2)
to travel between the trays. The worms will naturally

Fertlizer Tray migrate to the tray with the fresh scraps, leaving the

tray full of the nutrient-rich fertilizer behind.

The tray that holds the fertilizer,
which is the result of the
vermicomposting process of
Tray Level 1.
Pod Holder The fertilizer produced is taken out
A conveniant and elegant way of tray level 2 and put into the pods
to put fertilizer in and grow things for the grower to grwo whatever their
in an instant heart desires Eco-Concious: More than 75% of
respondents said its important to
keep the world green

Base

Home Cooks
Money-Conscious: Americans spend
43% of their income eating out
Highest Degree Earned
High School diploma or higher

Age
0 25 65 100

Income 0 25K 90K 150K

Gardens: 35% of non-gardeners told
Mother Earth News that they do not
have the space. 28% cited lack of
time

The Pods
Environmentalists
Highest Degree Earned
College Graduate or higher

Our Product Age

0 25 45 100

When making our gardening pods we wanted

Income something that was both simple and versatile. Each
0 60K 150K
pod can be used for either hydroponic gardening or
soil-based gardening. You can create a nutrient rich

Nearly 1/3 of all food producted in the world goes

base to grow your produce by using a 50/50 blend of
the nutrient-rich fertilizer from the composter in either
soil or water. There is an insert that can be added
to give structure to your plants roots when doing

to waste. Greenbox allows home cooks,

hydroponic gardening.

Home Gardeners
environmentlaists and gardeners to easily compost
The pods can be placed in the tray on your composter
Highest Degree Earned or placed throughout your house on coffee tables,
High School diploma or higher windowsills, and outdoor patios to add life to your

and grow fresh produce from home. Greenbox

home. Our product is great for new users but can
also grow and expand with the users interests.

preents
uses vermicomposting (earth worms) to reduce food
Age 100
0 25 45

waste, eliminate odors, and create a nutrient rich soil

Income
150K
0 30K 50K

with a natural pesticide produced by the worms.

Inlcuded are Greenbox pods which can be used as
planting pots for windowsil s and outdoor gardening.

V.co page 9 | Marketing Strategy & Mix DSGN 197 | BA Senior Class | Project 3
V.co
Web Presence

Place your web pages in here

V.co page 10 | Web Presence DSGN 197 | BA Senior Class | Project 3

Save
Backit, grow it
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