Future concept

for “Plants & Co.”

Communication concept and visual language 

We developed a future concept for garden centres for grün erleben (‘experience green’), a system group belonging to Sagaflor AG. The concept for the repositioning picks up on current trends in our society and follows the guiding idea of making the subject-matter of nature more emotional: “Plants & Co.” as an attitude to life that makes the “green lifestyle” tangible for customers.

The focus is on the product; the respective trading partner is highlighted despite the superordinate concept. This is achieved by means of a holistic design language transporting brand values and personality – from the graphics and advertising billboards via a popular figure all the way to a guidance system that provides orientation.