This project focuses on rebranding Ferry-Morse from a generic, big-box "default" into an elevated heritage brand that prioritizes clarity and perceived quality. The design strategy centers on "visual restraint"—moving away from the overloaded, chaotic instructions of traditional seed packets toward a system of confident negative space and curated information. By implementing a sophisticated, limited color palette and emphasizing the brand's 1856 origins, the rebrand transforms the seed packet from a disposable utility into a premium tool that builds emotional confidence for the home gardener.

The primary objective was to address the "performance gap"—the common perception that mass-market seeds are unreliable. My research identified that this frustration often stems from poor UX: cluttered instructions and awkward flat packaging that makes seeds difficult to handle. To solve this, I developed the pillow packaging concept that improves seed dispensing and storage. The challenge lay in repositioning the brand as a "challenger" within its own market, using design to prove that an affordable product can provide a high-end, successful experience through better information architecture and structural innovation.