Redefining a
gardening icon

The Solution
We led a complete brand refresh, rethinking every touchpoint to support Haws’ repositioning. This included defining new range segmentation and developing a distinctive, characterful product naming system. A comprehensive new visual identity was created spanning logo design, packaging, messaging, image library and brand guidelines. To support growth across digital and retail channels, we redesigned the website and social media presence and developed new sales materials that better reflected the brand’s blend of heritage and innovation.

The Impact
The rebrand has successfully repositioned Haws as a premium, design-conscious, and sustainable lifestyle brand. By engaging a broader audience including interior-focused and eco-aware consumers, Haws has expanded its reach into the homeware retail market while maintaining strong connections with traditional garden centres. The new packaging formats not only enhance shelf appeal but also minimise empty space, improving shipping efficiency and reinforcing the brand’s environmental values. The impact of the transformation was recognised by the industry, earning The Dieline’s Rebrand of the Year and a Design Week and Drum award.