Delivering a rebrand for this historic national garden centre chain.
The Problem
Notcutts was facing increased competition not only from rival, independent garden centres, but also DIY stores and supermarkets who were diversifying into their space. They needed a new brand which better reflected their desired place in the market.
The Solution
Through a clear understanding of their core customer profiles, we knew exactly who we were targeting. This enabled us to deliver a brand which perfectly matched the audience it was talking to.
The positioning was based around ‘Garden Inspiration’. Notcutts are talking to passionate gardeners and challenging them to try new things, backed up by in-store experts who are there to guide them every step of the way.
The logo icon is based on a plant that was cultivated by a member of the Notcutt family, in the early days of the company providing both a unique symbol and a link towards the heritage of the business.
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What the client said
The business and pretty much all stakeholders we are engaging with around the new brand love the fresh identity. As the agency that ultimately crafted this you should be rightly proud.
Nick Burrows, Chief Executive, Notcutts Garden Centres
