Gardening Central launched over a year ago and has made a large dent in the online market - 200 gardening articles are online, dozens of DIY videos have accounted for tens of thousands of views and countless products have been sold in their online store.
Two very big things are happening to Gardening Central shortly. First, a big merger. Secondly, the brand is expanding into new areas including social networking which will require the creation and unification of multiple brands (Gardening Central, Gardenbook etc).
Ahead of this we're completely re-designing and re-building Gardening Central. The first step of that is the new identity we've just completed.
The old Gardening Central logo was found to be complex, inflexible and didn't have enough emphasis on "Gardening".
We opted for an evolutionary identity design which retains an echo of its predecessor (in the form of the leaf in the 'i'), while streamlining, simplifying and emphasising.
The requirements of the rebranding were simple. "Gardening" needed to be prominent. The identity itself needed to be simple, adaptable, versatile, and flexible.
We've distilled the identity into a 1-colour entity, designed to sit atop, and be complimented by, beautiful imagery.
The design of the Gardenbook website is almost complete and had many parallels with Gardening Central.
