Growing a gardening icon

Repositioning Haws back at the top of the market required rethinking every touchpoint, and transforming them into a sustainable e-commerce brand that could engage new enthusiasts as well as traditional horticulturalists.

As the world’s oldest and best-loved watering can manufacturer, Haws and their innovative patents boast a proud heritage stretching back to 1886. Facing increasing competition and keen to explore opportunities with the flourishing houseplant market, it was time to completely refresh their brand.

We identified a sweet spot for the brand’s repositioning – a place where traditional craftsmanship meets the style consciousness of the Instagram generation. Skilfully reframing their story and recontextualising their products, we breathed new life into their communications.

We instigated new range segmentation and an inspired product naming system. Having developed a wealth of visual assets and guidelines, plus new logo, packaging, messaging and image library, we then designed new sales materials and revamped their website with digital partners 48.1 and social media channels.

By engaging with new audiences, the brand repositioning enabled Haws to extend into the homeware retailer market as well as their more traditional garden centre channels. The new packaging formats reduce unused space for more efficient shipping, helping Haws’ environmental credentials chime with a more switched-on audience. And the brand’s flourishing sales and profile received a prestigious boost in 2020, with Haws granted a stand at horticulture’s spiritual home, the Chelsea Flower Show.

What we did
Market research
Brand strategy
Range segmentation
Brand identity
Packaging design
Marketing material
Social media
Digital applications
Style guide