The first and the only company in the world to produce chickpea protein isolate.
CLIENT
ChickP
TYPE OF SERVICE
Branding, Strategy
YEAR OF RELEASE
2021
The Challenge
In addition to water conservation, this breakthrough also allows to dramatically reduce the manpower taking care of the plants, and opens up the possibility of growing many plants in closed and unusual spaces, offices, hotels, hospitals and more.
Initially, we felt that the road to success was already paved. It turns out that significantly inferior solutions use the same messaging (saving water, manpower, etc.), thus undervalueing the dramatic breakthrough by Selfgrow.
The big challenge was to succeed in differentiating the brand from other solutions on the market and to highlight the significance of this change in the category.
Initially, we felt that the road to success was already paved. It turns out that significantly inferior solutions use the same messaging (saving water, manpower, etc.), thus undervalueing the dramatic breakthrough by Selfgrow.
The big challenge was to succeed in differentiating the brand from other solutions on the market and to highlight the significance of this change in the category.
The Solution
To define a completely new terminology in the dialogue with customers.
From now on, the world of plants will be divided into NEEDY PLANTS (pots that we know today that require attention, care and watering) and for the first time ever - a category of INDEPENDENT PLANTS - self sustaining plants that do not need watering or daily care.
They simply grow on their own… hence, the new name: SELFGROW
From now on, the world of plants will be divided into NEEDY PLANTS (pots that we know today that require attention, care and watering) and for the first time ever - a category of INDEPENDENT PLANTS - self sustaining plants that do not need watering or daily care.
They simply grow on their own… hence, the new name: SELFGROW
