The follow-up question was to develop a campaign to raise awareness, first about the importance of biodiversity conservation and second to draw a younger audience to the gardens.
This ambition contained a paradox, since the value of the gardens also lies in their tranquility. Therefore, we reversed the question, from ‘how to take the people to the gardens’ to ‘how to take the gardens to the people’.
We decided to focus on the mission of the botanical gardens: ‘to preserve and protect biodiversity’.
We came up with a logo that acts as an ingredient brand. It’s easy to apply and does not compete with the brands to which it is connected.