Garden Club is Canadian Tire’s private label brand of garden products that is positioned at the value end of the category. The brand features products such as soils, grass seeds, mulches and stones. It had once existed in the Canadian Tire portfolio but had been out of use for a long period. As such, the brand name did not resonate with consumers and there was no equity in the previous logo or packaging. Jump was enlisted to revamp the brand and were given carte blanche to change the look of the logo and the packaging.
After going through an in-depth discovery phase to establish the brand positioning and learn about strengths and weaknesses of the competitive packaging, Jump developed a broad range of options for consideration. The design that was selected features a minimal, one-colour logo lock-up that overlays a clean white background with a strong product identifier and basic features. This band overlays photography of the product with a plant and gardening tool (on some SKU’s) all coordinated with the variety colour of the SKU. This gives the package an approachable, in-use feel that makes it easier for consumers to relate to.
To remain value-oriented, the design does not feature many claims or technologies that are common with national brand products in the category. It is intended to be a ‘no nonsense’ package design that is trustworthy and direct in its communication. Garden Club products can be found in Canadian Tire stores across the country.