ON THE GROUND 

Decomposable packaging system for the various kind of seeds with a digital experience (WIP)

2018

Special Thanks to Carolina Trigo

On the Ground is a start-up business which sells the various kind of seeds native to Los Angeles. As a Korean international student living in LA, the city’s layout and density were difficult to get used to. What made the city look different and sometimes healed me from homesickness were the trees in Los Angeles; taller and more varied than Seoul is. Trees are a grounding force and can be divided into two parts; Grounded roots and falling leaves. Grounded roots mean a sense of belonging, partly under the ground, stable. Falling leaves represent dispossession, the feeling of exile, of being torn from the ground. A tree is like a person.

On the Ground seeks to cultivate a sense of joy and belonging by planting seeds in Los Angeles. By planting a seed, taking care of sapling, and looking forward to seeing it blossom, people can heal, plant their roots and finally bloom into the fruit of their life.

1
3
4
img5

Identities for Each Seed Item

seed

Promotional Flyers Seeds are embedded

seed2
seed3

Seed Packaging Specimen

IMG_0422
IMG_0423
IMG_0424
IMG_0425
IMG_9323
IMG_9662
IMG_9853

Brand Catalogue

Julie_onthegroun copy

Installation

s1
s3
p2
IMG_8694_2
p3
p1
IMG_9628

Thank you!

FACADEBranding, UI/UX

YouTubeIdentity Proposal

Urban TribeExhibition, Book Design

Common Current.LAIdentity Proposal

NODEProduct, Packaging Design

On the groundStart-up Business Proposal, Installation

UberIdentity Proposal

Youth, AgainPackage, Campaign Proposal

© Ji Su Hwang 2019