J Arthur Bower’s

Insight
Gardening is amongst the UK’s favourite pastimes. Now receiving increased media attention and spawning a clutch of green fingered celebrities, the garden products market has become lucrative sector. William Sinclair required a rebrand to align with their new business direction and to remain competitive within the increasingly popular gardening industry.

Brief
To position and re-brand William Sinclair’s gardening brand, J Arthur Bower’s. The target consumers tend to be older, experienced, and more informed gardeners who enjoy sharing their knowledge and ideas.

Solution
The brand proposition ‘Grow your passion’ unites passionate gardeners with J Arthur Bower’s and also provides a sense of involvement, pleasure and pride. These feelings are conveyed through the packaging design with the use of a gardener’s caring hands in a rich colourful photographic style.

Results
Before the rebrand the business was a distant third in the market. Now they are building an additional factory to cope with demand. A massive increase in orders for J Arthur Bower’s from Garden Centres in the UK.