Maati
Identity & packaging
Brand & packaging design
Gardening & agriculture
Good things begin with the soil.
Maati
The project
Maati means earth or soil. The vermicompost brand needed to speak to both small urban gardens and larger agricultural buyers. Its identity draws from the place the product belongs: the field, the landscape and the people caring for it.
- The brief
- Make an agricultural product feel clear, warm and recognisable.
- Our contribution
- Brand identity
Packaging design
Illustration direction
Print assets
The thinking
Make an agricultural product feel clear, warm and recognisable.
01 / Direction
Tell the story on the pack.
The illustrated landscape connects blue sky, green fields and ochre soil in one continuous scene. A farmer gives the composition a human centre. This creates a distinctive visual territory for a technical garden product, making the pack approachable from the first glance.
02 / Design
Give information a clear home.
The black-and-white identity and product-name panel sit above the more expressive illustration. A firm hierarchy separates the brand, product category and supporting label information. The landscape brings warmth; the panel gives the pack its reading order.
03 / In use
Keep the earth close.
The presentation extends the original pouch into tactile, garden-led settings. Terracotta, dark soil and natural daylight reinforce the relationship between product and use. The additional scenes are application studies of the same artwork, preserving the original design rather than introducing a second identity.
The whole picture
A small landscape with a clear point of view.
An identity and packaging language that feels rooted in the product’s context. The original pouch designs are shown alongside newly art-directed presentation mockups to explain the visual system at different scales.
Additional garden and close-up scenes are generated presentation mockups of the original packaging. Label claims are reproduced as artwork, not independently verified.
Next project / 08
World Health Organization ↗
Editorial design & infographics