YWKW
Product Sourcing, Brand Strategy, Graphic Design
Project Description
Counsellors at YWKW were looking for new branded items for participants to sell through their thrift store—creating a hands‑on opportunity to build retail and employment skills while generating program support. Rather than traditional apparel, we proposed seed paper sprouting kits timed for Mother’s Day, spring planting, and end‑of‑year teacher gifts.
Each kit included a plantable pot, peat moss, indigenous Ontario wildflower or herb seeds, and a custom printed, plantable seed‑paper wrap. The format aligned with the store’s low price points, appealed to its core audience of local women aged 25–45, and offered an easy‑to‑sell alternative to apparel. The organizers embraced the idea, especially given the seeds’ local origins and the fact that the seed paper company was founded by a Canadian woman—an inspiring role model for participants.
To further connect the product to the program’s theme, participants were invited to submit artwork incorporating a shoe and elements from the sprouting kits. A selected illustration was featured on the packaging alongside YWKW messaging, resulting in a creative, meaningful product that supported skill‑building, storytelling, and purpose‑driven impact.
Winner of the 2024 PPAI International Gold Pyramid
Project Description
Counsellors at YWKW were looking for new branded items for participants to sell through their thrift store—creating a hands‑on opportunity to build retail and employment skills while generating program support. Rather than traditional apparel, we proposed seed paper sprouting kits timed for Mother’s Day, spring planting, and end‑of‑year teacher gifts.
Each kit included a plantable pot, peat moss, indigenous Ontario wildflower or herb seeds, and a custom printed, plantable seed‑paper wrap. The format aligned with the store’s low price points, appealed to its core audience of local women aged 25–45, and offered an easy‑to‑sell alternative to apparel. The organizers embraced the idea, especially given the seeds’ local origins and the fact that the seed paper company was founded by a Canadian woman—an inspiring role model for participants.
To further connect the product to the program’s theme, participants were invited to submit artwork incorporating a shoe and elements from the sprouting kits. A selected illustration was featured on the packaging alongside YWKW messaging, resulting in a creative, meaningful product that supported skill‑building, storytelling, and purpose‑driven impact.
Winner of the 2024 PPAI International Gold Pyramid
rose@iicon.ca
Phone
+1 416 509 4715