Scotts Essentials

Tags: scotts, essentials, lawn care, name generation, brand development

Challenge: Scotts requires a package design for a new exclusive brand of garden products for a national retailer. The brand must stand out on shelf, identify varieties and communicate product benefits.

Comment: Name generation results in the "essentials” brand (small ‘e’ for friendly, down-to-earth feel) with the final lock-up being Garden essentials and Lawn essentials to differentiate product categories. Packaging architecture helps unify the brand with common elements such as an impactful black background, silver highlights and end-use icons to assist consumers in knowing where the product can be used. Prominent color-coding and photography express variety differentiation and product identity.