Consumer-tested from name to shelf
ROLE
Creative Lead
DELIVERABLES
Brand Naming
Illustration
Packaging Design
Amazon Assets
Brand Templates
CLIENT
Infinity Soil / Dragonfly
CONTEXT
A soil brand built from scratch
Infinity Soil launched as a new brand of naturally occurring soil amendments—organic additives that improve soil health and plant growth—targeting informed, passionate home gardeners. I was involved from naming through launch, using consumer polling to validate the brand name before building a visual identity designed to make unconventional ingredients like guano and fish bone meal feel premium, approachable, and worth trusting.
CHALLENGE
Making unconventional ingredients feel worth buying
Soil amendments are a hard sell. Ingredients like guano, earthworm castings, and fish bone meal are legitimate, effective products—but without the right visual framing, they read as niche at best and off-putting at worst. The brand needed to earn the trust of gardeners who already knew what they were looking for, while looking polished enough to convert those who didn't. There was no photography budget, so every asset had to work with illustration, mockups, and stock photography.
APPROACH
Consumer-tested, then designed
My involvement started before the brand had a name. I developed four name and logo concepts and validated them through PickFu consumer polling with 100 gardeners aged 35+. Infinity Soil was the decisive winner with the 40+ target demographic, with participants describing it as high quality, tasteful, and positive.
The same validation process applied to packaging. I designed three distinct directions and tested them through PickFu with the same demographic. The navy and teal design featuring my hand-illustrated crab won with 68% of the vote—professional, attention-grabbing, and playful according to respondents—and became the visual template across the full lineup. Before moving to production, the chosen direction was mocked up in Amazon search results to validate how it would perform in context.
The identity was designed to feel closer to a specialty food brand than a garden center product. With no photography budget, illustration and iconography did the heavy lifting—ingredient visuals, compatibility guides, and benefit callouts that made even the most unfamiliar products feel legible and approachable. Templates for packaging and Amazon assets—PDPs, A+, and storefront—were built to flex across the full lineup.
Brand naming and logo concepts developed for PickFu consumer testing
PickFu packaging test results—Option A won with 68% of the vote
Final logo suite
Brand color palette
Graphic illustration style, developed as a strategic alternative to photography
Packaging template applied across 1, 2, and 5 lb pouches
RESULT
Premium feel, proven by the reviews
The brand launched with a visual identity that made even the most unconventional ingredients feel premium and approachable, across 11 products and 28 SKUs. Multiple customers independently called out the packaging in Amazon reviews—describing it as nice, very attractive, and nicely packaged—while the clear label copy was specifically noted as making the products easy to use. For a brand built around ingredients like guano and fish bone meal, that's exactly the right reaction.
Amazon PDP listing image template
Amazon A+ content template
Selection of Infinity Soil packaging