Project Description

Lowe’s Home Improvement had an existing proprietary brand called Garden Club Select that was used in various outdoor categories. The brand lacked a clear value proposition and the packaging and brand visuals did little to inspire the consumer.

What We Did

The brand’s purpose within the portfolio was clearly redefined as a premium live goods brand. A new logo was created using a gardening visual to anchor the brand to the product category, and the packaging was completely redesigned to allow for printing all the way around the planter’s pot for a more premium look.


The redesigned brand was very well received by shoppers and helped to inspire their confidence in their choice of premium plant brands.

Project Elements

  • Brand positioning
  • Logo redesign
  • Packaging redesign