© 2019 Linnéa Danielsson

Botaniska +

In central Gothenburg you find Botaniska, a calm and green sanctuary where people can escape city life and enjoy the vegetation of the garden. Founded in the early 18th-century, it has served as a center for horticulture ever since focusing on education and preserving biodiversity. In the park shop you can buy all sorts of garden goods, but today it does not receive the attention and frequency of visits it deserves. We want to remedy this. By giving Botaniska an expression that communicates its purpose aimed at a new generation, Botaniska can strengthen its position.

 

During the past few years cultivation has become a trend amongst young adults. Hence, a green wave of potted plants and easy gardening has emerged. Where interest grows, social media is not far behind and one can see a rapid development in the number of posts and botanical forums. We want to put Botaniska in lead of the gardening trend.

 

Analyzing the target group, our surroundings and the future aim of Botaniska, we landed in three core values: Science, accessibility and popular movement. With these in mind, we created a series of products for Botaniska attracting young and conscious consumers. Practical solutions and clear instructions make gardening easily accessible to the target group. The identity is based on calm, earthy colours together with dried flowers giving it a classic, scientific expression whith a modern touch. Botaniska communicates an accessible and vigorous design attitude making room for a new generation of plant enthusiasts.