Top Soil
Top Soil is a side project where we imagined a locally sourced, organic dirt company built for real backyard gardeners instead of big box stores. It let us practice treating an “unsexy” product—topsoil—as if it deserved the same thoughtful brand system as a craft brewery or lifestyle startup.
At the heart of the idea is Average Joe, the eco-conscious homeowner who wants a thriving garden but feels lost on soil types, volumes, and what’s actually safe to use. Instead of sifting through confusing, chemical-heavy options alone, Top Soil positions itself as his friendly dirt advisor, helping him choose the right mix and delivering it straight to his yard.
Like Bird Rock, this fictional brand is our creative lab: a believable company that would never normally hire an agency, turned into a fully realized identity so we can hone narrative, positioning, and design on our own terms. It’s a way to get our hands “in the dirt” and prove how strong storytelling can transform even topsoil into something people trust and remember.
The Challenge
The Challenge
The Challenge
The Challenge
The Challenge
The Challenge
The Challenge
The Challenge
The Challenge
The Challenge
The Challenge
