GROW YOUR OWN by Turner Duckworth London for Homebase

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GROW YOUR OWN

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Industry Household maintenance & pet products, Department Stores & Shopping Malls
Media Design & Branding
Market United Kingdom
Agency Turner Duckworth London
Photographer Phil Cook
Released February 2010

Credits & Description

Category: Home Maintenance Products
Advertiser: HOMEBASE
Product/Service: GROW YOUR OWN
Agency: TURNER DUCKWORTH
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: TURNER DUCKWORTH, London, UNITED KINGDOM
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Designer: Jamie McCathie (Turner Duckworth: London & San Francisco)
Designer: Jon Vallance (Turner Duckworth: London & San Francisco)
Designer: Charlotte Barres (Turner Duckworth: London & San Francisco)
Photographer: Phil Cook (Phil Cook Photography)
Media placement: Homebase Grow Your Own Tomato Plant Food - Hombase - 1 March 2009
Media placement: Homebase Grow Your Own Potato And Vegetable Food - Hombase - 1 March 2009
Media placement: Homebase Grow Your Own Slug And Snail Killer Pellets - Hombase - 1 March 2009
Media placement: Homebase Grow Your Own Bug Killer - Hombase - 1 March 2009

Describe the challenges and key objectives
We needed to differentiate the GYO products from the rest of the Garden Products out there but still make it feel part of the overall Garden World To encourage novices to try growing their own. We had to ensure that key information for ‘novices’ is clearly communicated either on-pack or Point of Sale, to be easily understood and helpful for novices to get started.

Describe the brief from the client
Homebase already provide a wide range of gardening products but wanted to offer a specific range Grow Your Own products for novices and seasoned gardeners alike.

Describe how you arrived at the final design
Our simple solution focuses on the sense of pride, simplicity and wellbeing of ‘growing your own’. A typographic logo was designed using a gardener’s ‘fork’ spearing delicious fruit or vegetable in conjunction with a natural colour palette and textured background.

Give some indication of how successful the outcome was in the market
The Grow Your Own range has been successfully extended to a variety of Homebase gardening products and Grow Your Own point of sale around the store.