my : : garden identity
Transforming a mom-and-pop shop into a clean, modern brand was no easy feat, but we did it. Proudly presenting: my::garden. Voilà!
The garden’s of the world, in our garden.
Buckle up—this is one wild ride of a story!
It all began when the next generation inherited the family business, once known as “Plant Nursery Zachara.” If you grew up in Greece before the 90s, you’ll probably recall the old-school charm (and chaos) of these plant nurseries. But as is often the case, the new generation had different ideas. They wanted to transform their mom-and-pop shop into a modern garden center with cool vibes and clean aesthetics, designed for Athenian plant lovers.
Enter us. Armed with our design thinking methodology, we embarked on a 3-year strategic plan and a 360° brand strategy to propel the shop into a new era.
From “Plant Nursery Zachara” to my::garden
The core concept was simple yet profound: this garden center could provide any plant or flower a customer could ever imagine. It was like bringing together the gardens of the world, in one space—my::garden.
A Brand Rooted in Symmetry
Nature loves symmetry, and so do flowers. From their shapes and sizes to their forms and colors, symmetry is at the heart of their beauty. Inspired by this, we developed an extensive branding system based on four types of symmetry:
Symmetrical balance
Bilateral symmetry
Radial symmetry
Approximate symmetry
We meticulously explored each symmetry, drawing them into square geometric spaces to create a unique pattern system for the brand. These patterns became a striking, recognizable visual identity, offering us complete freedom in color choices.
Symbol-Based Navigation
We also developed a typographic communication system using symmetrical symbols found on keyboards. Each symbol corresponded to a specific service, creating an intuitive visual language that made navigating my::garden’s vast offerings effortless for customers.
The Identity Comes to Life
This carefully crafted system—symmetry, typography, symbols, products, and services—merged into a phenomenal brand identity. Enhanced by clever use of light and shadow and mono- and polychromatic setups, it led to the memorable tagline: We design with flowers.
From Mom-and-Pop to Must-Visit
In just three years, we turned my::garden into an Athenian go-to flower shop, beloved by locals and beyond. The confident brand identity, combined with the transformation of the premises into an open, multifunctional space, propelled the shop into the 21st century.
Ongoing Creative Growth
And we didn’t stop there. With monthly communication handling and at least one special digital campaign each year, we ensured my::garden stayed relevant and exciting.
The Wild Ride
Over the course of this journey, we tackled 17 strategic categories (and counting), from revamps to bottom-up creations.
Told you it was going to be a wild ride!
Location
Athens, Greece
Deliverables
Design thinking methodology 3 years strategic partners for brand transformation and growth
Brand strategy – Brand repositioning
360° Rebranding of the visual identity, concept, and storytelling
Naming, Brand identity, and Brand System
Redesign of the brand experience (in store & digital)
Launch new services
Creative direction
Design multimedia campaigns for 3 years (Social media, Digital media, and Physical activations)
Media relationships, PR activities, and Community building for 3 years
Conventional Content Strategy
Curate Content Production
Curate Digital Presence
Project development & management
Add tech solutions to the business and operations
Educate the team on the new identity, vision, and mission
Digital marketing performance and Digital marketing planning
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