60%
Increase in Brand Appeal
50%
Brand Engagement
24%
Growth in Retail Footprint
Modernizing packaging to captivate Millennials and secure Home Depot presence
Discover how we transformed Kellogg Garden Organics, a home-grown potting soil brand with over 100 years of history, to engage a Millennial audience through updated packaging. Our graphic design and brand team was engaged to innovate their packaging design in order to appeal to a younger audience, enrich their positioning, in order to hold a premier retail spot at Home Depot.
The Brief
Kellogg Garden Organics faced a significant challenge from their largest customer, Home Depot: evolve the brand to attract Millennial consumers or risk losing valuable shelf space. The task was to modernize the brand while retaining its legacy elements, like the iconic stripes and unique color choices. With a brand line of over 15 products, it was important to keep cohesion among the design, while also clearly differentiating between key Millennial buyer insights, like “organic”.
The Execution
To address this challenge, we conducted a comprehensive brand strategy and messaging refresh, including the development of a unified brand idea and revised manifesto. Our team designed new packaging concepts for the “All Natural Raised Bed & Potting Mix” product, using it as a template for up to six additional products. The packaging redesign focused on modern aesthetics while preserving the brand’s heritage. We executed rapid market research, including a Packaging Impressions Survey and a Millennial Focus Group, to validate design concepts and refine our approach. Additionally, we created integrated marketing plans and final presentation slides for Home Depot to showcase the updated brand strategy and packaging designs.
The Result
The revamped packaging and brand strategy led to a 60% increase in brand appeal among Millennials and a 50% rise in engagement with the new designs. The successful rebranding also resulted in a 25% increase in Kellogg Garden Organics’ product footprint at Home Depot stores. The campaign effectively demonstrated the brand’s renewed relevance and enhanced market presence, securing Kellogg Garden Organics a prominent place on Home Depot’s shelves and resonating with modern consumers.
