Phostrogen All Purpose Plant Food has spent 50 years helping passionate and creative gardeners care for their plants. Whilst Phostrogen has remained a popular choice for gardeners eveywhere, they lacked a discernible brand architecture that separated them from other brands. Bayer Garden asked us to work on repositioning Phostrogen to create a recognisable brand that is the number one choice for beginner gardeners.
Phostrogen came to us with a rich pedigree from five decades of success in the market, so our approach was to focus on that heritage and ensure that the brand equity wasn’t lost in the reinvigorated packaging.
We retained the key brand equity of the orange colour but added new iconography to the packaging range. By opting for a flower on the redesigned packaging, we created a positive beacon on the shelf to attract the eye of browsing gardeners. The flower cues growth and vitality and provided the perfect spot to integrate the ‘Phostrogen Bee’.