• Brand portfolio rationalisation

• Brand development

• POS design & communication

• Messaging hierarchy

• Tone of voice

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.

  • 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.

    And now…

    Dobbies has one clear identity running through all its stores… and the flower whisperers continue to work their horticultural magic.