Lockwood Loft is a vertical farming concept that provides locally grown herbs and edible flowers to urban consumers via a storefront.
The Problem
Austin the Teleworker
" I feel like there’s more to cooking than the food. It’s the experience."
Austin’s pain points are very limited mobility, and a lack of access to fresh produce and specific herbs. He needs a location where he can find fresh herbs that are truly fresh, and not picked beforehand.
Having the option to buy just his favorite herbs (basil, cilantro, and chives) without wasting a whole pack of picked herbs makes Alex feel better.
Trisha the Student
“I’m stuck trying to find ways I can make a difference in my community.”
Trisha’s pain points are not being able to find local opportunities to apply her current skills to, and she cannot find a local location that will allow her to try a larger variety of edible flowers.
The primary goal for Trisha is to find a place in Queens where she can apply her background in horticulture and learn the applications of her work outside of academic studies.
Jennifer the Caregiver
“I’m looking for a place where my children can learn to grow.”
Jennifer’s main pain points are the lack of traceability regarding the produce she buys. Recent revelations that some of the food ingredients are made in China with little regard for quality, only add to Jennifer’s anxiety. The second equally important concern is the health of their children, as well as their future. Jennifer understands that her children will eventually become independent.
One of Jennifer’s goals is to enroll her children in extracurricular activitiesthat help them learn hands-on the importance of eating local and fresh.
Competitive Matrix
Many vertical farming companies invest in warehouse space, while their products are sold through an intermediary, such as Whole Foods or Stop & Shop. The Lockwood Loft differentiates here because there is not a myopic focus on the product and its systems alone. The Lockwood Loft’s goals are to create meaningful and substantial relationships with those within the urban community through education and hands-on experience. A storefront invites a customer not only to buy but also to learn, explore and connect. Startups motivated by the investors tend to grow fast. But intently focusing on expanding the business is trying to serve everyone; in the end, no one is served well. By picking a well-defined niche, such as selling herbs and edible flowers, the company would be able to excel in the business of serving customers while inspiring and educating them, something that fast-expanding businesses often miss.
The building that will be most commonly utilized is a duplex brick and mortar store. The entrance is a ramp that is also handicap accessible. Above the entrance is an array of lavender, as well as a farm entrance with a sign from the logo that reads “Herbs & Spices”.
The ground floor is a store that invites the public direct access to freshly grown herbs and edible flowers. The majority of the shelf space hosts these products Towards the back there are dried options, such as tea blends and spices.
The second floor hosts the Vertical Farming Unit carts, which roll over to each side, increasing growing space and profits. The herbs and flowers are grown using a hydroponic system, and are spaced and grouped based on their needs. The plants are monitored by staff, and water is supplied by the filtration units. There are also an array of growing beds located to the side.
Partnership
Montel Solutions will focus on the technology and the hardware, while The Lockwood Loft will concentrate on product sales. Montel Solutions is an industry-leading company for storage units, shelving, and VFUs. The GROW&ROLL® 8P mobile system can withstand 8,000 lb. per day.
“There is a lot of talk about vertical farming, but not much about horizontal farming, because it requires space, wasting fixed aisles." -Montel Solutions
Packaging
The products that are displayed in the storefront must maintain their growing cycle. Most supermarkets that offer potted herbs often begin wilting once placed in the store. Most of these herbs are raised in conditions with optimal lighting, and since storefront lighting is not nearly as optimal, the plant responds to that lack of lighting. However, growing herbs in poorer lighting conditions will not efficiently solve the problem.
Logo Progression
- Clove Grove
- Cleeve Grove
- Woodlea
- Greenway Glas
- Grasmere Grove
- Lockwood Loft
- Lulham Close
- Lyncombe
*Fun Fact: The brand’s original idea was Vochi, which utilized a multi-story complex to grow. After finding the unique value in this ambitious idea, The Lockwood Loft evolved into a manageable one.
Typekit
The font chosen for the logo of The Lockwood Loft is Belda, a serif font that invokes references to classical Roman calligraphy, creating an ambiance of harmony and beauty. The font was designed by Jeremy Dooley. This font, however, is only to be used in the logotype.
The header, subheads, body copy, and all other applications for the brand utilize Greycliff CF, a modern and smooth geometric sans serif. This Adobe font was published by Connary Fagen. Greycliff CF adds a modern contrast to the logo and shows the brand is in tune with the modern world. The benefits of Greycliff CF are that it includes extensive and inclusive language support, which is critical for the multi-racial urban communities the company is intending to serve.
Mascots
Mascots are the faces of the marketing campaign. Following the people-first philosophy, The Lockwood Loft chose relatable and memorable mascots to deliver the branding message. The mascots are designed to contrast the CGI-generated characters (e.g. the Geico gecko) by employing traditional graphic methods. They are the symbol of a brand’s products and services and are great ways to engage with an audience.
Billboard
Placed near more dense areas, billboard advertising is great for reaching as many people as possible with the highest impressions. However, because they are meant to get an impression at a glance to those commuting, the brand’s name and idea must be communicated very quickly and stay to the point.
Subway Banners
Rapid transit is the most popular form, and provides transportation for many urban areas. While still advertising to the community, the subway can also reach those in other metropolitan areas it passes through, such as Manhattan, Brooklyn, and the Bronx. Passengers also have the time to look at the ad and interact at a closer distance, hence the QR code that will take them to the website.
Minivan
A minivan is ideal for transporting deliveries to food desert communities. There, fresh produce is not as highly valued by residents. Therefore, it is not optimal to open a storefront there. However, slowly introducing fresh herbs and produce can re-structure this community's way of thinking.
I'm Natasha Solovyov
Born in Ukraine, Kyiv, Natasha and her family lived in a busy metropolitan area. They would stay in the дача (summerhouse), during warm seasons. Their дача provided fresh greens during these seasons, but those who lived yearlong in the city would have to rely on farmers to deliver produce. Natasha and her family grow a variety of vegetables and herbs in their yard such as cucumbers, tomatoes, mint, dill, basil and parsley. This inspired her Senior Project idea, The Lockwood Loft.
Thank you for taking the time to look at my senior project. Why not check out my portfolio too? :)
Credits:
Nataliya Solovyova