Garden products provide an opportunity for fresh beginnings. Mark’s Choice is Home Hardware’s line of premium garden tools and supplies, endorsed by industry expert and TV personality Mark Cullen. We worked on branding, positioning, and packaging for a wide range of products. It was important to convey quality, durability, as well as the growth and optimism provided by time spent in the garden.

Managed creative briefs and intake of product specs for all products. Consulted with Home Hardware’s merchandising team. Managed a team of designers to ensure best practices and consistent execution of style guides. Directed photoshoots and selected stock photography to maintain a consistent style and highlight product attributes. Maintained a comprehensive archive of branding, packages, and images for access and deployment by Home Hardware stakeholders.
Design was updated and shifted from a personality-centred approach, to a clean, fresh, quality-based branding. Tool sales increased with clear, bright, instructive copy lines and quality card stock and finishes details like leather ties.

Contributors included Libera Graphics creative team and content contribution by Home Hardware merchandising team.
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