Sainsbury’s Tu

The rebrand of Sainsbury’s Tu was launched on the 18th June 2013. From research analysis, brand strategy, brand creation, brand guidelines and implementation we played the lead and core agency role.

Working in close cooperation with Sainsbury’s non-food team we helped understand the demographic and position the Tu brand in line with consumer expectations.
An important aspect of the re brand was to ensure the solution was carefully aligned to both the customer experience and the Sainsbury’s supermarket offer.
It was important that the brand was not seen simply as a side-line to the primary grocery offer but as a credible fashion offer in its own right. We developed the tagline “live your style” to be closely reflective of this strategy and Sainsbury’s ‘Live well for less’ proposition.

We were also asked to make recommendations on the name Tu which, after understanding the research results, led us to conclude that with such high spontaneous recognition there was little reason to change the name. Indeed, we felt that the high recognition provided us with firm foundations from which to rebuild the brand. However, the research also highlighted that there were some functional issues with the existing logo which had caused some confusion; expecially in relation to pronounciation. We focused on using a lower case ‘u’ to help pronounciation whilst also emphasising the true meaning of the word tu = you. The name’s meaning – as with all of the other brand elements – aligns well with both the Tu and Sainsbury’s propositions.

The finished logo is stronger and bolder than the past version, bringing a more visual prominence to the brand, the flourish on the ‘u’ helps build in a feminine touch to the logo, as well as help express the tone of the word.

Stassen Tea Revealed!

The London based branding agency Garden is excited to reveal the new packaging design for the Stassen Tea range which will be seen globally including areas such as the Middle East, Europe, Russia and Asia! The hard work put into this design has resulted in a a bright and contemporary range of tea packaging as part of an exciting and interesting project for the Stassen company that is making massive progress across the globe. The picture shows the new brand concept when compared to that previous to us starting on the project and shows the drastic changes that have been made to make the brand what it is now.

Garden rebrands Summerhill+co

The London office of branding agency Garden is excited to announce the launch of the new brand Summerhill + Co – A London based company offering a carefully curated collection of luxury furniture brands.

John Summerhill of the European Design Centre decided that after 35 years in the luxury furniture business building a brand by product addition, that it made sense to build a brand with a full product portfolio. In order to do this he turned to London based branding company Garden.

Garden created a brand strategy aligned to this philosophy and created a brand concept that could sit alongside some of the most famous furniture brands in the world whilst representing the ethos of Summerhill + Co.

Tram 83 – congratulations!

Fiston Mwanza Mujila wins Nigeria’s Etisalat Prize
A great book by Fiston Mwanza wins the Etisalat (also one of our brands) literature award, and Garden had the pleasure of designing the cover!

Well done Fiston.

Proud to be DBA members!

We are proud to announce that we are officially members of the Design Business Association (DBA)!

Top 100

We are proud to announce that we got into the top 100 design agencies this week at number 87! This is great news for us!

Re brands and context

The resent Aldi re brand has lead me to write a piece about change and audience relevance, and how having a broader understanding on how brands relate to customers, in the process struggle of brand change, the important core is often replaced with fear induced waste.

Re brands all have their own boundaries, and it is understanding these that makes them stagnate, grow or shine. Take the recent Co-op retail brand, although I or Garden didn’t do it, I have to say that it is by far one of the best re brands I have seen for a long time. Its fresh view with its relationship with the customer is insightful, it elegantly manages to use its past – a ’touch’ of retro, with the future, through simplicity and colour. What this re brand manages to do is bridge its heritage with the future, it manages to retain its past loyal customer and grow its younger more progressive future customer.

All too often, no actually I would say almost always, the design process and client side fear stifle re brands. But it needn’t be that way, it’s all about context and relevance. For example, Mars has a loyal customer base, people know it, they know what to expect, and any change needs to understand the level of recognition that needs to stay, any sudden change in this would far out-way any rebrand benefit. But with high street supermarket brands, people don’t purchase on impulse, they don’t reach out their hand on autopilot and grab a Mars, they shop because of location, price, brand loyalty. Therefore the visual identity of a brand in these circumstances needs to reflect what the brand promises to offer.

So, in the case of the Aldi re brand, in my ‘humble’ opinion, they have missed an opportunity, they have almost religiously it seems, tried to stay loyal to its past, but simply modernise the font and forms, and yet the customer wont care about this, but what they could have done is create a brand that sheds some of the things that dated the old brand, shifted into a new and exciting space, and still captured the spirit of the original brand – like the Co-ops retail brand has managed to do. Imagine the Aldi symbol, simplified, cleaned up, similar but fresher colour palette – much nicer!

At the end of the day, it is all about context, and as I said earlier, understanding this context is vital, as it allows you to see very easily how far you can go, what you need to hold on to, and how much a customer is willing to accept. Get this right and you can create benchmark world leading brands, get it wrong and you run the risk of costly mistakes. I suppose an analogy would be, if you are going to play poker, it helps if you can count cards, if you can’t count cards, play a safe hand and you ‘may’ walk away with the same money you started with, the trick though, is to count cards.

Of course re brands go much further than just the logo, let’s hope that the brand application shines more than the logo.

Desk space available in Shoreditch East London

We have quality desk spaces available within our studio, large windows with lots of light, clean modern space with high ceilings, creative book resource, colour printers, wifi broadband, kitchenette, views of East London.

Located within easy walking distance of Liverpool Street and Old Street stations, our office is located right in the heart of the creative capital, with bars, restaurants, shops and many exciting events. We are a branding agency and as such often have a requirement for additional services, so if you are a photographer, illustrator, programmer, 3D visualiser, architect, animator, if you bring skills we we use, we may well also have work for you too.

There are currently 5 desk available, and they are £220 per month, this also includes, wifi and electricity.
Drop us an email if you are interested; info@brandingbygarden.com

Channel 4’s Supershoppers

We were all delighted at Garden to have made another appearance on Channel 4’s rather excellent Supershoppers recently. The episode delved into the sometimes murky world of packaging. Or rather, when is a brand really an artisan “local” offer and when is it not? Or to put it another way, when is it really a big corporate masquerading as an artisan offer?

The show itself looks at some of these issues with a tongue firmly planted in its cheek. But actually there are also serious messages here too. And that’s what attracted us to be involved with it from the start.

Of course, it’s perfectly understandable that all brands want to carve out their own competitive marketing edge, rise above their competition and – perhaps – even become the benchmark in their category (aside from the glory there’s also serious money to be made here!). To that end, we’ve had a proliferation of terms associated with products over the recent past: words such as local, hand-made, rustic, artisan and the like. And, for sure, there’s nothing wrong with that, if they actually are. But if a large corporation uses its financial muscle to create a brand that appears to have all of these things (but actually do not) then not only does this create a massive confusion to the consumer, but you could definitely say that it has a very unfair (or downright deceptive) competitive edge!

We’ve learnt over the years that packaging plays a massively important role in influencing consumer behaviour. And that knowledge stems from building an understanding of what motivates consumer mindsets. What are they looking for? What drives them? What turns them off? We balance these – and others – with an acute understanding of what our brand is trying to achieve. But most importantly we make sure (and this really is important to us) that it’s all put together very honestly!

But, are we taking packaging too seriously? Are we giving this too much thought? The simple answer is no! Seriously, we hope you caught the show and you’ll know exactly what we mean!

Congratulations to Khalid & Spirit of the Emirates!

Garden would like to congratulate Khalid Alansari for winning the Mohammed Bin Rashid Award for young Business Leaders, for best idea for his Dubai airship project Spirit of the Emirates. How exciting to have an airship grace the sky’s of Dubai – a new Dubai icon possibly?

The idea behind this project is not only about bringing a new icon to the Dubai skyline, but to bring with it new technology, with ideas such as augmented reality, social media integration, event support and much more.

Khalid has worked hard for his passion and this is a well deserved award, a long dream to bring the grace of an airship to Dubai’s sky, it would be amazing to see this come to fruition.

Garden are also proud to have supported Khalid in this project, it’s exciting to see this brand getting traction.

Good luck Khalid!