Background

NL Greenlabel is a collaboration between Nico Wissing (award-winning garden designer and landscaper) and Lodewijk Hoekstra (gardener and ‘Eigen Huis & Tuin’ TV host). Together they endorse a vivid and sustainable environment through networking events, knowledge sharing and selling eco-friendly produced garden and landscaping products. This product line comes with a green passport, rating the environmental impact on its production and use. NL Greenlabel turned to us develop the online positioning and identity of this new venture.

Why it makes our heart tick

To design and develop NL Greenlabel’s new website, we faced multiple challenges. For example, how do you preach a green and sustainable lifestyle, without the risk of sounding like an old-fashioned environmentalist? Furthermore, we had to incorporate the product portfolio in a natural way without losing focus on the green mentality. And finally we had to deal with a wide variety of users, varying from home gardeners, to businesses and (local) governments.

To design and develop NL Greenlabel’s new website, we faced multiple challenges, such as keeping the focus on the green mentality while focusing on a wide variety of users.

The idea

We decided to divide the website’s user flow into three subsections: inspiration, vision, conversion. Users are primarily triggered by beautiful and cutting-edge garden design, which is showcased in big overview images. Subsequently we zoom in to sustainable elements of that specific garden, like the use of local wood instead of tropical hardwood. And finally, we zoom in even further, showcasing individual products of the specific material. These materials and products can be bought directly via the website. This way we were able to embed the product portfolio in a natural manner, while design and vision still get the attention they deserve.