Headquartered in Burlington, Vermont, Gardener’s Supply Co. is an employee-owned company providing environmentally friendly gardening products and information through its website, catalogs, and retail stores.
The brief was to create a rebrand that stayed true to their core as a gardening business while expanding enough to appeal to new consumer groups, fitting a broader contemporary range of products for modern day living. The branding is built around a friendly and accessible mark that appeals to both worlds. The graphic identity of curved letterforms and tailored typography supported by a color palette of greens and white emphasizes the natural and the authentic. Ultimately Gardener’s decided to switch strategy and focus solely on their core gardening business, and did not adopt the new identity program.
In addition to the identity work, Tank partnered with Gardener’s to redesign their website. Gardener’s had healthy site traffic, but needed a change in order to be at the forefront of e-commerce technology and performance. After an extensive UX and visual design process, the site made it easier for customers to shop, learn and share with fellow gardeners. Built on Demandware, Gardener’s new user-friendly optimized site made their eCommerce platform more compatible with direct-to-consumer shopping.