The category is complex, with a high level of rationality: buyers expect transparent characteristics, efficiency, and benefits. But behind these rational goals, we found a simple human motivation – the desire to grow crops for loved ones, to care for family and home.

STRATEGY. We focused on the emotional core of the category. For most gardeners, a vegetable garden is more than just a plot of land. It's a memory of family traditions, a desire to pass on experience to children and grandchildren, and sometimes a way to spend time together. Based on our research, we developed a positioning: a brand that helps grow with love – for those who toil the land for their loved ones. This is how the idea for the Sotka brand was born – as the image of a simple, understandable plot of land, a place where family warmth begins.

IDEA AND CONCEPT. To convey the emotional essence of the brand, we chose an image that resonates with the audience: a kind grandfather and grandson in a vegetable garden. This is not a staged image, but a visual language of trust, heritage, and family values. Rational communication was also critically important, so the packaging design:

– clearly highlights the product's characteristics and ingredients;
– uses simple and understandable terminology;
– we proposed replacing the traditional word "fertilizer" with "feeding" to move away from the "chemical" stereotype and make the category more user-friendly.

PACKAGING DESIGN. We developed a scalable design system in which:

– the primary emotion is a photo of a grandfather and grandson, serving as the brand's visual code;
– navigation between products is built on large color blocks;
– additional elements are included for subcategories (for example, a watering can for the water-soluble fertilizer line);
– the design is easily adaptable to future SKUs and new form factors.

The "Sotka" line already includes 37 SKUs, and the system is ready for further expansion.