refresh
As part of our control brand governance for Home Hardware we identified Mark’s Choice as a brand with great potential. However, the original branding was lacking the sophistication and discipline that brand loyalists associated with industry leader and sponsor Mark Cullen. The original word mark had some equity and met the base requirements but needed a facelift. We initiated our refresh by simplifying, refining and softening this core component.
Challenges
Execution and rapid roll out of the updated brand elements and standards across multiple channels.
Update and create new packaging for over 150 products with a variety and custom packaging requirements – From unique custom fold, rigid wraps and boxes to flexible bags and containers.
All touch points must reflect premium Quality, be as environmentally responsible as possible while maintaining and working within strictly controlled budgets and restraints.
solution & outcomes
Strategy / Branding / Art Direction / Design / Photography / Illustration / Typography / Packaging / Writing / Marketing / Merchandising
Using a brighter colour pallet, a cleaner typographic system and a more refined approach to imagery and photography, we were able to successfully refresh the Mark’s Choice® brand. Today it is now a trusted standard in the garden category and offers Canadian garden enthusiasts a carefully curated assortment of indoor
and outdoor garden; tools, food, seed, soil, fertilizers, accessories, apparel and more. Our work with brand manager Derril Linesman, Brand Sponsor Mark Cullen and all the vendors has successfully revitalized the Mark’s Choice brand and elevated its position with in Home Hardware’s roster of control brand equities.