Design and marketing for the horticulture sector – Mr Fothergill's
PACKAGING DESIGN FOR SEED PRODUCTS
We’ve been working with Mr Fothergill’s and their Johnsons Seeds brand for 20 years, helping to support their in-house design team with new branding and packaging designs for their wide range of seeds and gardening products.
We designed the packaging for the new offering from Johnsons Seeds – a comprehensive collection of 47 varieties of herbs, carefully selected by Jekka McVicar, expert, author and broadcaster on the cultivation and use of herbs.
The branding and packaging was designed to have a modern ‘country kitchen’ feel with large photography and short description on how to use the herb on the front of pack, along with supporting information, essential growing instructions and Jekka’s story on the reverse. JEKKA’S HERBS PACKAGING DESIGN
BRANDING & GUIDELINES FOR JOHNSONS SEEDS
The Johnsons Seeds brand is part of the Mr Fothergill’s portfolio, aimed at the more serious gardener and it was in need of a brand update.
We designed the new branding to be more contemporary with a premium lifestyle feel, brand pattern and a muted modern colour palette. The comprehensive brand guidelines cover logo formats, sizing, colour, fonts, stationery and advertising templates.
We also created the new packaging design with colour coding for vegetables, herbs and flowers, a new look for the website utilising the new softer colour palette and a launch advertising campaign.
CREATING IMPACTFUL ADVERTISING
When Mr Fothergill’s gained the rights to sell Seasol, Australia’s No.1 selling garden seaweed plant tonic, we created a full page advert to help raise awareness of the product in the UK. The advert features the product as the hero with illustrations for visual cues that the product is suitable for all types of plants, from flowers to vegetables and fruit.
To launch the new Johnsons branding to the horticulture trade we created a teaser advertising campaign. The advert depicts the new seed packet emerging from a seedling, created in-house using image manipulation and stock library imagery.
Mr Fothergill’s were looking to promote their Johnsons Little Gardeners children’s gardening range in the gardening press. We designed the advert with engaging photography, fun call to action graphic and strong brand presence.
POINT OF SALE DESIGN FOR GARDEN CENTRES
As part of our work for Mr Fothergill’s we get involved in the design and creation of in-store point of sale. This can be anything from shelf-ready packaging to full size floor standing display units.
For the Johnsons Little Gardeners range we sketched up concepts for three different FSDU formats, which were then developed into the display which combines shelving to accommodate their larger products, and a header with hooks for hanging seed packets.
As part of our packaging design for the innovative and giftable Seed Cube, we created a shelf-ready counter display unit with bold branding and colour-coding to encourage impulse purchase.
TRADE BROCHURE DESIGN
Each year Mr Fothergill’s produce a brochure to showcase their full range of products to their trade customers. For four years we created their 60 page brochure, designed with tabs for ease of navigation between brands. The design has an organic feel with contemporary typography and bold imagery.
The brochure was also created in a more flexible format of A4 sales presenters to allow the sales team to tailor their presentations to their individual customers.