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.
![](https://brandverbalist.com/wp-content/uploads/2015/11/logo-garden-select-crop-300x245.jpg)
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.
![](https://brandverbalist.com/wp-content/uploads/2015/11/portfolio-garden-select-gang-lg.jpg)
Results
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