Personal Project
Suttons Rebrand
For a personal project, I rebranded Suttons. Founded in 1806, Suttons is a proud seller of high quality flower and vegetable seeds, plants and gardening equipment to amateur gardeners. They are expert growers and innovators with over 200 years experience, a Royal Warrant and rigorous testing processes. They have a reputation for producing quality and trust-worthy products.
The Opportunity
Young people are becoming more interested in gardening at a rapid rate. YouTube, TikTok, Twitter and Instagram are full of influencer #plantparents falling in love with gardening. There is a huge audience looking for how-to gardening content and a rise in online plant shops. As well-established industry experts, there is a massive opportunity for Suttons to reach out to this new audience with a position of authority, knowledge and trust.
The Big Idea
Over the last 200 years Suttons have been continually innovating and producing high-quality products. They are gardening experts and they know how to talk to amateur gardeners. They can show off their knowledge and use it to empower the next generation of gardeners, introducing themselves to a new, younger audience without alienating their existing customers.
The new brand idea (and strapline) ‘Growing since 1806’ succinctly encompasses everything that the company is about. Over 200 years of gardening experience, continual innovation, brand heritage and trust. It also works as a company mission statement, reminding them to always look forward, innovate and ‘grow’.
Suttons is a well-known company with a long brand history. When redesigning their logo I wanted to honour their existing heritage but bring it up-to-date – so it’s still recognisable to their existing audience but also approachable to a new one. I have kept the iconic curve but softened it, making it easier to read and use. The soft, san-serif typeface gives it character and feels ‘natural’. The logo can be used with or without the seedling icon depending on available space and context.
The advertising tone of voice is up-beat and positive with an air of authority and expert confidence. Empowering people to easily ‘grow their own’ with quality products and 200 years of gardening knowledge to support them.
