What we did:
We redesigned the portfolios of Kekkilä Garden (Finland) and Hasselfors Garden (Sweden) and weaved in a coherent brand visuality that takes the brands forward as they appeal to broader demographics. As hundreds of SKUs took the leap forward towards a more promising future on the retail floors, customers across the Nordics were reintroduced to a powerful, more informative and better looking partner along their gardening journeys.
How we did it:
We aimed to design a portoflio that embodies a return to natural, raw beauty with a hint of magic and imagination. To maintain and reinforce the premium positioning of the brand, the design had to appeal to a younger audience that embraces gardening as an attractive hobby, without alienating the experienced cohort of gardeners. To achieve this, we anchored the conceptual core of the packaging design within a modern take on the old-school botanical illustrative world of gardening.
The signature visuals represent a timeless, captivating focal point within the new visual design system of the two Nordic brands. Building upon the illustrations, the packaging redesign emphasizes clarity of communication and approachability, reinforcing a warm, conversational tone of voice with consumers. Clear and informative iconography system was developed with the goal to help gardeners navigate an often complex and confusing competitive environment on the retail floor. This brand rejuvenation reinforces the brand as the friendly, knowledgeable expert it is and helps consumers bring to life the gardens of their dreams.
The focal point of the design is set at the bespoke signature illustrations that grace each pack. They are both botanically accurate, with precision and scientific detail of every petal and stem, but also fantastically imaginative — showcasing compositions that inspire creativity and imagination.