Curating Cultivation
To help Burpee stand out on Target shelves, I led a packaging refresh for their Grow Kit line using bold, colorful imagery to highlight the joy of gardening and the value of each kit. Clear, approachable labeling helps consumers quickly understand what they’ll grow and how to get started. Working closely with the retail team, we curated product groupings that tell a story, offer a fun and unique experience, and remain easy for beginners—while also meeting Target’s visual guidelines, price points, and merchandising needs. The kits were shaped by consumer insights and growing interest in homesteading and self-sufficiency, resulting in a system that feels both purposeful and visually compelling for today’s conscious gardener.
The Seed of an Idea
The creative journey was a true collaboration—bringing together leadership’s clear vision, Target’s visual direction, and a deep understanding of what today’s gardeners are looking for. The goal was to create packaging that felt inviting and purposeful, with messaging and imagery that made it easy for consumers to connect with the product and feel confident in what they were growing.
