Despite the fact that gardening is one of the UK's favourite pastimes and receives unprecedented media attention, design and branding in a retail context remains something of a backwater.

Moreover, it is not a category where anyone except experts find it particularly easy to shop. Haines McGregor worked on a year long programme with Focus to understand customers' needs and to create a new concept and positioning for their gardening offer.

The new look aims to inspire customers and to make the whole process of choosing products simpler. It covers branding, signage, point of sale, packaging and instore literature and is rolling out into stores across the country this spring.

New 'garden change' branding and logo appears throughout the store and on all own brand products.

Simplifying shopping for plants with new benefit-led labelling, plant categorisation, merchandising and packaging.

Making tasks in the garden easier (with new easy to use collectable help guides).

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