The Homeless Garden Project is a long-standing nonprofit in Santa Cruz that provides job training, transitional employment, and wraparound support services for individuals experiencing homelessness. The organization also creates opportunities for community members to give back through volunteering. To better reflect the farm’s mission and spirit, the packaging labels for its store products needed a refreshed design that connected the customer experience to the farm itself.

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Design Mechanics
For the redesign, I chose a watercolor aesthetic to echo the natural, hand-grown feel of the farm. Soft washes of blue and green incorporated water elements that symbolized growth and renewal, while splashes of paint suggested the unpredictable, non-linear path from being unhoused to housed—a process that the Homeless Garden Project supports through its programs.

Illustrative motifs drawn from the farm—flowers, plants, and seasonal harvest elements—were woven into the packaging, making the experience of shopping in the store feel like picking directly from the farm. Typography was kept clean and approachable, ensuring legibility while balancing the organic fluidity of the watercolor forms.

 

Series Effect
The watercolor and illustrative approach was applied across the full range of products—jams, candles, bath and body goods, and more—creating a cohesive visual identity for the store. Each label carried its own unique farm-inspired artwork while maintaining consistency in palette, type, and composition. This gave the line a unified look that felt both artisanal and professional, allowing customers to immediately recognize products as part of the Homeless Garden Project family. The series effect also reinforced the connection between diverse offerings and a singular mission: cultivating growth and community.

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Impact
Before the redesign, the labels lacked emotional resonance and did not reflect the unique character of the farm or the transformative work of the organization. The new labels created a warmer, more personal brand presence that invited customers to connect with the mission behind the products. By incorporating farm imagery and symbolic textures, the design helped to bring the essence of the Homeless Garden Project into the marketplace, reinforcing the link between purchase, purpose, and community impact.

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Narrative and Significance
The label redesign went beyond aesthetics. It embodied the values of the Homeless Garden Project—growth, care, and transformation—while making the customer experience more immersive. By blending art and storytelling across a cohesive series of products, the new packaging carried the farm’s mission into every purchase, reminding the community that beauty, resilience, and possibility can be cultivated in even the most challenging circumstances.