Darwell Holland identity to aid centre’s growth

Nascent luxury garden centre brand, The Plant Room, opens its first branch next week, with an identity and packaging created by Darwell Holland.

The garden centre, located in Surrey, is a one-off outlet at the moment but the company is planning a wider roll-out and will also launch branded gifts and an organic food range.

The consultancy has been retained on an on-going basis, according to Darwell Holland director Diane Board. The identity will initially be applied to signage, staff uniforms, packaging and stationery and the project is expected to be worth a five-figure fee to the group in the first year, she says.

The Plant Room aims to appeal to young, design-aware couples and families ‘looking for the perfect plant for the right setting’, Board says. Its first site is located within the grounds of National Trust property Clandon House, near Guildford.

The identity is designed to reflect the centre’s location at the property but allow the brand to stand alone in the future. It features bright colours against a predominantly green background with a ‘slight retro edge’.

Darwell Holland won the work after a paid, creative pitch against two unnamed consultancies.