Bringing an underground growing culture to the light.(Read more)
The Hawthorne Gardening Company came to us to create a new identity for its newest brand, Black Magic, a suite of hydroponics products that aims to establish itself as the leading performance hydroponics company for all levels of growers.
As a combination of cultural, legal and environmental factors was putting hydroponics at a tipping point of pop culture, we wanted to honour Black Magic’s hydro heritage as the foundation of our identity, ensuring that the connection to the counter culture movement was elevated to a modern context. Within this world we paid homage to the interconnecting cultural worlds of biker, tattoo and grow culture, creating an authentic brand that delivers the brand’s positioning of sharing the secrets of hydroponic growing with the masses.