EXPERTISE
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INTRO
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Danuba Garden’s products provide solutions to processes that are often not immediately visible: they work in the root zone, in soil life, on plant surfaces, or within a plant’s natural defenses. These functions are difficult to explain quickly through classic product photography or short technical descriptions.
The Hering’s task was to design a character system capable of making these abstract, difficult-to-illustrate active ingredients visually tangible. Rather than creating standalone figures, we developed a unified world of characters aligned with the Danuba Garden brand, its existing visual identity, and its nature-friendly communication.
The main product characters—Tricho Immun, MikoMax, SoftGuard, VitaNova, Kelpak, BlackJack, MicrOil, and DanuVital BIO—each received their own form, personality, and visual logic. Their design was based on product properties, mechanisms of action, and physical or associative traits, while shared proportions, gestures, and drawing style kept the system cohesive.
CHALLENGE
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The challenge was to make every character fit both its specific product and the larger Danuba Garden visual universe. Each figure needed to suggest the active ingredient, appearance, properties, or function it represents without becoming too technical, too childish, or alien to the brand.
For The Hering, this was not merely an illustration task. The characters had to work as a system: how they relate to one another, which proportions they share, how their faces and bodies are constructed, and how product characters, plant characters, and hostile figures are distinguished.
Alongside the main product characters, we created plant, environmental, and situational characters—including water, sun, apple, pepper, tomato, rose, root, and watering hose—as well as hostile fungi, bacteria, pests, worms, and other attacking figures.
This allowed product benefits to be shown through immediately understandable situations: there is a plant, there is a problem, and a Danuba Garden product character enters the story. Because the characters also appear in animated educational videos, their shapes, expressions, proportions, and accessories were designed to remain recognizable in motion, short scenes, and on small screens.
RESULT
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The Hering created an extendable character system for Danuba Garden’s product communication. Tricho Immun, MikoMax, SoftGuard, VitaNova, Kelpak, BlackJack, MicrOil, and DanuVital BIO each appear as individual characters while clearly belonging to the same visual world.
The system turns dry, technical product explanations into short, easy-to-follow scenes. Viewers can immediately see what threatens a plant, what it needs, and how a specific product helps.
Product, plant, supporting, and hostile characters now provide a visual language for educational content, social videos, product presentations, and campaign materials. In seconds, they can communicate a product’s role while making difficult-to-represent active ingredients more approachable and memorable.
The result is not a one-off illustration package, but an expandable brand tool that can grow with new products, plant problems, and campaign themes while retaining Danuba Garden’s distinctive visual character.
Danuba Character System
An extendable character system that makes Danuba Garden’s abstract active ingredients tangible and memorable.