Bringing a heritage brand into bloom
Dobbies Garden Centres have been charming and inspiring gardeners since 1865. But organic growth over more than 150 years had led them to a point where they needed to rationalise their brand portfolio to move into their next phase. So they called on us to help.
Going through the line
We carried out a thorough audit of the brand’s current portfolio, including sub-brands, categories, services and attractions. We proposed a much simpler brand architecture, with clearer differentiation and a more single-minded master brand at its core and recommended name changes and identity refreshes where appropriate.
"Whippet delivered clear strategic thinking and creative brand development work in tight timeframes. Working alongside our above-the-line agency and in house team, they brought their brand identity & in-store marketing expertise to the table. Their work played a key role in helping us reposition our brand in a way that has visual impact in-store & that really engages with our customer."
Marketing Director, Dobbies
Then we reviewed every piece of in-store communication, from navigation to promotions and ticketing. A hierarchy for messages gave a clearer customer journey, with simple formats for specific types of message: services, inspirational, value and quality. We also had fun with language, giving Dobbies a tone of voice it could really own. Working with Dobbie’s above-the-line agency, Leith, we produced a brand toolkit to ensure complete through-the-line consistency.
Dobbies has one clear identity running through all its stores… and the flower whisperers continue to work their horticultural magic.