Growershouse is the leader in online hydroponics sales, selling to growing operations internationally. Growershouse needed a full-time designer to help them develop a visual identity and brand story to continue to grow their reach to attract high-quality talent and increase market reach in a growing company. To do this, I needed to streamline the current identity of three companies into one cohesive story.
- Website Design
The initial brand of Growershouse posed a problem for the company. It looked like a B2B home and garden store while it was trying to expand its marketing strategy into a multi-faceted sales, education, and entertainment and target the emerging B2C consumer. The problem remained that the industry is a few years from total deregulation and so, for the time being, the company could not openly show cannabis. Communicating with this audience required us to find an intersection of several other traits the cannabis industry self-identified with beyond a plant.
It was a significant challenge to rebranding a living company that was already at the top of its field. Cannabis was becoming more and more interesting to big-name investors and large scale agencies and Growershoue needed to push there brand beyond the cannabis industry and be more comparable to other household name e-commerce retailers. Design in the industry was becoming more streamlined and we needed to create a brand that could solidify that Growershouse knows it’s growers.
Optimizing for Acceleration
We accomplished this in a year-long case study and data collection aided by our internal team. We tested imagery, messaging and rolled out several features for the site; the tent kit builder, a new header, new email system as well as some peace of life features the site lacked. We then created a fully updated site design and plan to roll-out the new site over the course of 4 months without a big PR push to see how our customers reacted without outside influencing.
The final brand was different from my initial hypotheses but using the data and research that was gathered we were confident in our choices.
From the moment we launched the new brand and the revamped website, we started to receive a warm reception from our peers. With the combined efforts of a full-featured site and a new design, both traffic and sales grew steadily.
We extrapolate on our new brand to unify the existing six house brands into a single brand, Common Culture, and a nutrient line called Radix. That success lead us to take our first adventure outside of professional cannabis to launch our own CBD company Trupotency which is live now.
Top Product Lists
Top recommended articles of products we’d back our brand behind give customers choice and insight
Tent Kit Configurator
Simplified customer experience by creating a 3 step process to select the right tent and equipment for you.
Rebranding GrowersHouse from a collection of separate ideas into a visual story that create a distinct disruption from our competitors branding
The Results of GrowersHouse Rebrand
Doubled total email sales
31K vs. 17K
lowered by 60%
20% Bounce vs. 32%