The Groove Garden x Sza

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Overview

The Groove Garden is a brand focused on changing the world of music artist merchandising by entering the space with a focus on sustainability, a company that creates merch lines and collections for musicians and recording artists that are made from sustainable and circular practices mainly through the use of our “Regroove Program” and our Groove Garden Compost.

Client

Personal Work

Industry

Music

Service

Merchandise Design

Circular Sustainability

Brand Identity

The Challenge

Create a circular sustainable brand strategy for artist merchandising as well as aim to raise more awareness about the importance of sustainability especially in the music industry where it isn't really talked about when it comes to merchandising, when it reality; a lot of these merch lines utilize the same pipelines as fast fashion industries.

The Solution

Just like how actual plant gardens utilize compost, we do too! The Groove Garden’s Compost refers to the constant supply of recycled materials that the brand relies on in order to produce every part of its merchandise line. Everything comes from this compost, ensuring a commitment to a sustainable and circular practice.

The Result

With Sza’s highly anticipated THIRD studio album entitled “Lana” coming up, we designed a concept to work on the album’s concert merchandise line. Sza is the perfect artist to start the brand with as she has always been very vocal about the environment, having already previously participated in an initiative called the Tazo Tree Corps which focused on climate justice and increasing tree canopy in marginalized communities.