Oldcastle
- Oldcastle is a venerable old name in building supply, but its soils packaging looked like a 1970s clip-art coloring book — a bow to supply chain SOPs rather than the dynamics of marketing communications — which blocked its entry into higher profit channels. This new premium line of Jolly Gardener soils was aimed at independent garden centers and nurseries, and helped re-establish the fading brand with specialty gardening enthusiasts.
BRAND STRATEGY, BRAND REFRESH, PACKAGING DESIGN, PRINT CONSULTING - Part of Oldcastle’s reassertion of purpose was a strategic move into organic soils that could claim the high ground against the competition’s increasing reliance on lab-based soil treatments and chemical enhancements aimed at big-box lawn and garden centers. Just Natural is the polar opposite of Miracle Gro, offering soils and soil amendments that are perfect for the vegetable gardens and flower beds of Earth’s most conscientious gardeners.
BRAND STRATEGY, BRAND NAMING, BRAND DESIGN, PACKAGING DESIGN, PRINT MANAGEMENT