Devellen - Works : ava

Rebranding the Smart Garden Startup for the Cosmopolitan Women

Project Brief

The tech startup was in need of strategic and design guidance for its product and brand. By repositioning the feature-centric product business into a sophisticated lifestyle brand for the cosmopolitan women, Devellen was able to transform the rough product prototype into an award-winning smart garden that inspires a refined and healthy lifestyle.

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Strategy

Brand Research, Repositioning and Development First

Since the original logo and the overall brand were more masculine, utility-centric, and lacks personality, the rebranding efforts were necessary to cater towards their core market, the professional women in their mid 30s who lives in confined metropolitan apartments.
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One of the goals was to bring a more natural and organic touch to the overall brand identity and the product design, with more emphasis on featuring the plant. The harmonious combination of the sharp and curvy strokes in the logo design reflects the symbiosis between technology and nature.

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User Experience Design

at its Core

Before setting the specifications, a series user experience design research was conducted to truly understand the users’ needs, lifestyle, and environment.

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From Research Insights to Design Execution

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The research insights were then transformed into storyboarding and user scenarios, followed by rounds of design iterations and user testing.

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The packaging design were also inspired by beautiful home accessories and the experience of salad and yogurt aisle at upscale supermarkets.

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From Branding, Packaging

to Product & App Design

The form, size, functionality, weight, user flow, and design language were all informed by the deep and fundamental understanding of the user, the brand, and the technology.

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