brand overview
‘turf’ is a brand of home hydroponic cultivation systems that utilizes energy-harvesting technology designed to alleviate the green longing of people disconnected from nature. To create a sustainable environment, we harvest green energy and quench people's green thirst by living in harmony with nature, providing a postive cycle lifestyle.
In 2018, 75% of Earth's land area was already affected by desertification, and this is expected to increase further to over 90% by 2050. It is feared that the continuation of this desertification will worsen environmental problems such as global climate change and soil erosion, and may reduce green areas by undermining human food security and destroying the ecosystem.
'turf' continually moves to areas where grass and trees grow in order to find nature that is gradually disappearing, halting the vicious cycle of cultivation, grazing, and logging, and proposing a symbiotic lifestyle where nature and humans support each other to live together harmoniously.
In 2018, 75% of Earth's land area was already affected by desertification, and this is expected to increase further to over 90% by 2050. It is feared that the continuation of this desertification will worsen environmental problems such as global climate change and soil erosion, and may reduce green areas by undermining human food security and destroying the ecosystem.
'turf' continually moves to areas where grass and trees grow in order to find nature that is gradually disappearing, halting the vicious cycle of cultivation, grazing, and logging, and proposing a symbiotic lifestyle where nature and humans support each other to live together harmoniously.
brand name
turf’s name is developed from the germination of seeds, progressing through growth into ascending stems, flowers blooming beautifully bearing fruition, and finally harvesting the fruit encapsulating the entire process and returning back to the nature’s growth cycle.
And adopted the meaning of 'turf,' which symbolizes a space for cultivating individual plants, to express the brand identity.
And adopted the meaning of 'turf,' which symbolizes a space for cultivating individual plants, to express the brand identity.
brand logo
turf’s brand logo is inspired by the concept of "connecting nature and users," utilizing the metaball technique to express the brand essence of symbiosis. This is a key visual to be utilized by the brand, express a unique image within a static tone and manner.
And developed a concise and clear logotype shape to emphasize the brand's quiet and serious appearance.
And developed a concise and clear logotype shape to emphasize the brand's quiet and serious appearance.
typeface logo
Applied to small-scale applications such as documents and products to express a clear and detailed identity.
signature logo
Applied to large-scale applications such as packages, posters, and brand films to emphasize the brand's individuality.
graphic motif
turf’s main graphic developed in the form of a metaball derived from the key visual and a line graphic that metaphorically expresses the expansion of emotions. Each circle connects and merges to represent the brand story of ‘a shared lifestyle.
In addition, the graphics that express emotions that extend from the individual to the earth by interacting with plants through ‘turf’ products visually convey the process of the butterfly effect, where small actions yield big results. Through stories containing concerns about the environment, this extends to an angle of 1.5° based on '1.5°C, the Maginot line of catastrophic climate change in global temperature, leading to awareness of the seriousness and prevention.
In addition, the graphics that express emotions that extend from the individual to the earth by interacting with plants through ‘turf’ products visually convey the process of the butterfly effect, where small actions yield big results. Through stories containing concerns about the environment, this extends to an angle of 1.5° based on '1.5°C, the Maginot line of catastrophic climate change in global temperature, leading to awareness of the seriousness and prevention.
product overview
‘turf’ is an energy-harvesting hydroponic product that enables positive experiences of cultivating and taking care of plants while fostering direct interaction with nature.
‘turf’ is designed by combining "environmental problem prevention" and "direct farming experience." It is completed by adding hydroponic nutrients and LED, which are required by conventional hydroponic systems, to create a unique user experience of cultivating plants through direct interaction.
‘turf’ provides the opportunity for direct farming experience even indoors and offers an extended experience to those who lovingly care for pet plant, often referred to as "plant parents," quenches the green thirst that comes with being away from nature.
And through energy harvesting, it utilizes self-generated energy and reduces unnecessary energy consumption, contributing to environmental conservation.
‘turf’ is designed by combining "environmental problem prevention" and "direct farming experience." It is completed by adding hydroponic nutrients and LED, which are required by conventional hydroponic systems, to create a unique user experience of cultivating plants through direct interaction.
‘turf’ provides the opportunity for direct farming experience even indoors and offers an extended experience to those who lovingly care for pet plant, often referred to as "plant parents," quenches the green thirst that comes with being away from nature.
And through energy harvesting, it utilizes self-generated energy and reduces unnecessary energy consumption, contributing to environmental conservation.
product idea
'turf' begins its usage with a simple process of being taken out of the package, assembled, and filled with water.
The sensor built into the product detects ambient noise that occurs naturally in everyday life, and when users touch the product to communicate with plants, it utilizes sound energy and pressure energy harvesting technology to generate electricity, providing the necessary lighting for the plants.
Through this energy harvesting technology, the product can be used without the need for separate charging, reducing unnecessary energy waste.
The sensor built into the product detects ambient noise that occurs naturally in everyday life, and when users touch the product to communicate with plants, it utilizes sound energy and pressure energy harvesting technology to generate electricity, providing the necessary lighting for the plants.
Through this energy harvesting technology, the product can be used without the need for separate charging, reducing unnecessary energy waste.
modern / calm / simple / honesty
product function
Through gestures resembling planting a plant on the piezoelectric component, pressure energy harvesting technology is implemented.
And motivated by the act of talking to plants to help them grow, the sound energy harvesting technology is activated by sensors in the lighting section detecting ambient noise naturally occurring in daily life.
package
turf’s package is designed to respond to the Earth’s climate crisis. To replace non-rotting Styrofoam, we use biodegradable Styrofoam made from mushroom mycelium as the main material and made from strips that minimize paper use, contributing to environmental protection.
In addition, the seed package, made of water-soluble paper, is developed to ensure that there is no waste generated as the used packaging paper can be disposed of by simply putting it into water for dissolution.
All packages utilize soy ink printing techniques for easy recycling, and employing eco-friendly materials to minimize harmful emissions and reduce carbon footprint. They can be recycled after use, contributing to the sustainable environment by establishing a circular system where nature and humans coexist harmoniously.
In addition, the seed package, made of water-soluble paper, is developed to ensure that there is no waste generated as the used packaging paper can be disposed of by simply putting it into water for dissolution.
All packages utilize soy ink printing techniques for easy recycling, and employing eco-friendly materials to minimize harmful emissions and reduce carbon footprint. They can be recycled after use, contributing to the sustainable environment by establishing a circular system where nature and humans coexist harmoniously.
The seed package containing nutrients can be placed directly in water after use to supply nutrients to the plant.
the core yard
The beginning of 'turf azit' starts in the darkest underground. This is much like how plants require light for growth. It features a unique structure where sunlight illuminates two levels through the circular 'core yard', piercing both above-ground and underground layers.
With an audacious design that begins from underground, even on cloudy days, the operation principle of LEDs is maximized, allowing customers to experience the green zone without being constrained by the location.
The design that represents the twilight underground where sprouts germinate in the soil is customers can freely roam around and allows to feel as if they are floating inside a giant hydroponic cultivation device, just with water and lighting. Furthermore, by representing the moment when seeds fall with a kinetic mobile, we expressed the beginning of life.
Experience the unique green experience of 'turf' in the 'core yard', which represents symbiosis with a structure where the above-ground and underground are connected to share sunlight with the same ceiling.
With an audacious design that begins from underground, even on cloudy days, the operation principle of LEDs is maximized, allowing customers to experience the green zone without being constrained by the location.
The design that represents the twilight underground where sprouts germinate in the soil is customers can freely roam around and allows to feel as if they are floating inside a giant hydroponic cultivation device, just with water and lighting. Furthermore, by representing the moment when seeds fall with a kinetic mobile, we expressed the beginning of life.
Experience the unique green experience of 'turf' in the 'core yard', which represents symbiosis with a structure where the above-ground and underground are connected to share sunlight with the same ceiling.
KINETIC SEEDS
the experience yard
The experience yard on the first floor is a space for piezoelectric and sound energy harvesting, where visitors can enjoy the same experience as "turf" products.
While ascending and descending the stairs, piezoelectric energy is accumulated from the pressure applied, or the sound wave energy absorbed by the exhibited plants is utilized for their growth. Through freely wandering, speak to the plants as they grow and bear fruit, and engaging in direct interaction by gently caressing nature to experience the realization of Ecological self.
It represents a symbiotic lifestyle where nature and people coexist and rely on each other, rather than just a green space for beauty.
Experience 'turf azit's experience yard where nature and humans symbiotically generate great power, and immerse yourself in 'turf's unique communication style that actively engages in the plant growth process.
While ascending and descending the stairs, piezoelectric energy is accumulated from the pressure applied, or the sound wave energy absorbed by the exhibited plants is utilized for their growth. Through freely wandering, speak to the plants as they grow and bear fruit, and engaging in direct interaction by gently caressing nature to experience the realization of Ecological self.
It represents a symbiotic lifestyle where nature and people coexist and rely on each other, rather than just a green space for beauty.
Experience 'turf azit's experience yard where nature and humans symbiotically generate great power, and immerse yourself in 'turf's unique communication style that actively engages in the plant growth process.
the 4 cycle yard
In the 2nd floor's 4 cycle yard present the CX space by defining the 4 steps of the customer experience journey as 'TWIG - UPDO - REAP - FULL', representing the 4 cycles of 'turf'.
The journey of this experience starts with plant curation in the 'TWIG step', catering to customers taking their first steps into hydroponic cultivation. Through the 'UPDO (Growth)' and 'REAP (Fruition)' steps, and finally the 'FULL (Harvest)' step, the fruits obtained are germinated in ‘turf’ products.
Through this continuous positive cycle structure of the 4steps, ‘turf’ accompany customers on their journey and provide appropriate step-based and difficulty-level plant curation.
Experience the natural healing of relieving green thirst by momentarily escaping from daily life in the 4 cycle yard of 'turf azit', where you can directly experience and confirm the cyclical structure.
The journey of this experience starts with plant curation in the 'TWIG step', catering to customers taking their first steps into hydroponic cultivation. Through the 'UPDO (Growth)' and 'REAP (Fruition)' steps, and finally the 'FULL (Harvest)' step, the fruits obtained are germinated in ‘turf’ products.
Through this continuous positive cycle structure of the 4steps, ‘turf’ accompany customers on their journey and provide appropriate step-based and difficulty-level plant curation.
Experience the natural healing of relieving green thirst by momentarily escaping from daily life in the 4 cycle yard of 'turf azit', where you can directly experience and confirm the cyclical structure.
cx curating service application
Gathering Life
An article curating service that proposes a lifestyle where nature and humans can coexist.
We help various individuals share their experiences of self-realization in an eco-centered environment and achieve great results by coming together.
We help various individuals share their experiences of self-realization in an eco-centered environment and achieve great results by coming together.
cx curationg service application
Nature Rapport
Users can freely select keywords that are suitable for them, and the seed types within the Turf seed package are recommended to the user through the extracted information. This makes it more accessible to users who are new to the brand.
cx curationg service application
Ecological Self
Every morning at 1:50 PM, your phone's clock briefly changes to 1.5 Typo to raise awareness of Earth's Maginot Line temperature. In addition, the brand's slogan notification pops up notifications for the ‘Gathering life’ article that is currently attracting attention, encouraging users to check it.
azit signage system
To facilitate users in easily experiencing, moving, and utilizing within the 'turf azit', a signage system incorporating the visual identity of the brand has been prepared.
Developed a signage system based on a grid system that effectively symbolizes the expanding and converging experience used in the signature logotype.
yard milestone
Each important section of 'turf's flagship store derived from a corner of a grass field referred to as 'YARD', which is 'turf's unique sectioning method
Capturing the essence of grass itself, 'turf', while distinguishing advanced pictograms and hierarchy through a signage system that displays the name 'YARD' on the floor.
Assisting in guiding customers from one YARD to another, it facilitates easy access to consecutive YARDs without hesitation.
Capturing the essence of grass itself, 'turf', while distinguishing advanced pictograms and hierarchy through a signage system that displays the name 'YARD' on the floor.
Assisting in guiding customers from one YARD to another, it facilitates easy access to consecutive YARDs without hesitation.
