CASE STUDY
Global Brand Identity refresh
GARDENING products
THE CHALLENGE
Strong brands are cultivated carefully over time and require clear strategy and consistent implementation. Within a CPG environment, that process is almost certainly affected by more than one team and more than one division. Scotts was experiencing declining sales in certain key areas as new players like Bayer entered the market.
THE GOAL
Make it easier for consumers to choose Scotts first. Help consumers navigate product choices on shelf in visually cluttered big-box retail environments such as Home Depot and Lowes. Establish a brand hierarchy that would work globally.
BEFORE & AFTER
THE RESULTS
By stripping down the content on the main panel to what mattered most, and defining a clear set of design criteria to guide discussions around features and benefits - Key messaging was expressed in a simplified, consistent and ultimately more powerful way.
CAMPAIGN
Nurture your Nature
GARDENING SOLUTIONS CENTER
Floor layout and corresponding campaign materials were focused on three key categories:
- BIRDS: Feeding, especially through the winter. Protecting the beauty of bird song.
- SOIL: Cultivating & nurturing healthy soil.
- PEST CONTROL: Doing so in as non-invasive a way as possible.
End-cap strategy is a very important aspect of overall sales goals. This detail was not overlooked as we thought about how to provide a holistic customer experience.
A template for a series of pick & choose "how-to" cards that could easily be updated with seasonally relevant content, both online and in-store.
PROJECT
Whitney Farms
ORGANIC GARDENING SOLUTIONS
Adding FDA regulated disclaimers to a product often involves lengthy rounds of lobbying and careful consideration of corporate liability as well as design elements.
PROJECT
"Love Your Garden"
DIGITAL RESOURCES - GLOBAL INTEGRATION
BEFORE & AFTER
Built on the foundation of the original app, now known as "GRO" the mobile experience has continued to iterate and improve.
