Opus Grows
Growing a little fun with the world’s greatest soil
We had been working with Rexius, a family-owned, octogenarian organics company that specializes in exceptional soil, for more than a decade when we partnered with the family to embark on a brand new soil endeavor. Drawn spearheaded the launch of the Opus brand under the Rexius umbrella, designing every detail from the name, brand and packages to the shoppable website, distribution operations, and building a social following.
Sprouting a Sub-Brand
Our goal was to reach the growing market of millennial plant lovers, so we decided to cultivate a new line of potting soils that was greater than any soil in the history of the world, and gave it enough personality to charm even the greenest influencers. Out grew Opus Grows, an insanely premium potting soil available online and ready for delivery right to your urban flat’s welcome mat.
Generating New Buzz with a Product as Old as Dirt
Most potting soil has historically been marketed to grandmas. It was time for a change. So, we created potting soil that would appeal to young, hip audiences. We gave it a name befitting its highbrow, cultured formula. Packaging design that the cool kids in Portland and Brooklyn would be proud to set in their apartment corners.
Growing a Following
To bolster traditional advertising efforts, we invested in the creation of evergreen, quality content and got people talking about Opus all across the U.S.
A Digital Magnum Opus
We faced a unique challenge in taking a traditionally analog experience (buying soil) and transferring it to a digital platform. The site that we designed with Herman-Scheer won Shopify’s 2016 Ecommerce Design Award for Best Overall Design.
An Illuminating Idea
In order to help soil continue to be relevant in the cooler, gift-giving holiday season, we developed a cedar planter box with an attached LED light for growing nutritional microgreens. Designed, built, and shipped by Drawn for Opus Grows to delight plant lovers during the darkest months of the year.
