Parker Williams (a Sun Branding Solutions brand) has redesigned Scott’s flagship gardening brand Miracle-Gro across all its compost and plant food categories.«Miracle-Gro has very strong design equities,” explains Parker Williams MD Kate Bradford , “but as the range has expanded rapidly with innovation across categories and formats, inconsistencies in its design have crept in and brand impact has been diluted. Scotts’ brief gave us a wonderful opportunity to appraise the design and build upon the distinctive strengths of the current UK and US ranges.”
Photo: Miracle-Gro redesigned packaging
The new approach refreshes the communication of Miracle-Gro’s values and personality and creates an impactful and cohesive brand design across the range. Bold hero flower and veg shots are captured in bright and vibrant colours to demonstrate Miracle-Gro’s outstanding results. A logical design system, based on the gardener’s purchasing decision tree, makes product navigation across the range easy in store; and a de-cluttered presentation of informative product messages, reinforces the brand promise of a simple easy way to get great gardening results.
Sheila Hill, International Marketing Lead at The Scotts’ Miracle-Gro Company added, “This is a very exciting time for us. Miracle-Gro has a very strong design heritage and we are delighted with the way Parker Williams has evolved this in an entirely relevant way both for the UK and other global markets.”