I believe that strategy and branding can change not only a company's image, but also its very way of thinking – making a business more conscious, stronger, and more connected to people. Alexander Magidson, founder of Brand Brothers
Lyubo-Zeleno is a brand of fertilizers for amateur gardeners.
RusAgroKhim approached us with the task of creating a fertilizer brand for gardeners that would stand out on the shelves in the mid-price segment, build an emotional connection with consumers, and support a plant-care philosophy. We needed to find an idea that spoke to the audience—people for whom gardening isn't just a job, but a living passion and part of their lives.
Аналитика, Бренд-платформа, Дизайн упаковки, Исследования, Нейминг, Позиционирование, Разработка логотипа, Стратегия
2017
IDEA AND STRATEGY. When developing our positioning, we turned to a key insight we learned from a series of interviews with the target audience and research on industry forums: gardeners treat plants like living beings—with warmth, attention, and almost home-like care. For many, plants are like "pets" that they want to care for properly. This is where the Lyubo-Zeleno brand concept was born—fertilizer for happy plants. The brand becomes a gardener's assistant who shares their love of greenery.
NAMING. The name "Lyubo-Zeleno" is warm, emotional, and conversational. It conveys the joy of beautiful, healthy greenery and creates a sense of closeness and connection. The identity is based on the image of a "favorite plant," like a pet:
- a framed photo of the plant, like a family portrait;
- handwritten notes and drawings, like notes in a gardener's personal journal;
– a soft, friendly layout that evokes trust and a sense of belonging.
The brand speaks a language of care, attention, and heartfelt concern.
PACKAGING DESIGN. We chose Pure-Pak packaging, a completely new solution in the fertilizer category:
– an unusual format that stands out on the shelf due to its form factor and colorful design;
– ergonomic use;
– additional functionality for the consumer.
We also incorporated a socially responsible concept: each package can be reused as a seedling pot. Special markings on the package make it easy to cut the "pot" to the desired height for a specific type of seedling. On the back, there are application tips and a gardening calendar – functional elements that make the product even more useful and understandable.
LINE EXPANSION The next step was the development of a lawn care line—"3 Simple Steps"—based entirely on the brand's strategy as a helper:
Step 1—Spring: Enhanced growth and restoration;
Step 2—Summer: Maintaining the density and quality of the lawn;
Step 3—Fall: Preparing the soil for winter.
The design continues the Lyubo-Zeleno aesthetic—friendly, warm, and understandable. The packaging features tips, a seasonal calendar, and the same Pure-Pak format, making the line recognizable and cohesive.
RESULT: In 2018, the Lyubo-Zeleno brand was included in the Forbes ranking, taking second place in the "Fashion for Natural 2018" brand rating.
