Bigger, Better, Brighter

The challenge


Miracle-Gro has been working its magic for garden lovers around the globe for many years. However successive redesigns had diluted its distinctive identity and newer ranges didn't look part of the family.

We had the wonderful opportunity to take a look at the whole range and create a strong, consistent brand on pack while helping gardeners notice and choose whichever individual product type they need.

 

"Working with Parker Williams has been truly inspiring. They are impressive both in their creative approach and results as well as their flexibility, energy and enthusiasm"

SHEILA HILL, UK GENERAL MANAGER AT SCOTTS MIRACLE-GRO COMPANY

What we did


Our visual equity analysis helped us decide both what makes Miracle-Gro unique and where the design potential lay for the global brand; vibrant brand colours, a bold horizon line holding the black brand logo, a friendly, straightforward brand voice and, last but not least, we felt we needed a stunning hero bloom or vegetable on each pack to reinforce the Miracle-Gro promise of the easy way to get fabulous results.

We created a clear design system with enough flexibility to provide for Miracle-Gro's sub-ranges, making them easier to spot on large DIY fixtures. Improved on pack communication that's easy to read round all sides of pack, and the use of simple visual icons, makes each product straightforward to understand too.

The new design strategy also provides for significant new ranges. The 'straights' line up, for example, shows how a warmer, earthier colour palatte can signal the difference between this more natural range and the rest of the brand, whilst keeping an unmistakable family feel.