Redefining a
gardening icon

Together Design Haws Watering Cans Brand Identity Design

Repositioning Haws back at the top of the market required rethinking every touchpoint, and transforming them into a sustainable e-commerce brand that could engage new enthusiasts as well as traditional horticulturalists.

  • Brand strategy
  • Brand architecture
  • Naming and messaging
  • Visual identity
  • Style guides
  • Packaging
  • Marketing
  • Digital and social
  • Illustration
Together Design Haws Watering Cans Brand Identity Design

A rich history

As the world’s oldest and best-loved watering can manufacturer, Haws and their innovative patents boast a proud heritage stretching back to 1886. Facing increasing competition and keen to explore opportunities in the flourishing houseplant market, it was time to completely refresh their brand. 

Together Design Haws Watering Cans Brand Identity Design
Together Design Haws Watering Cans Brand Identity Design
Together Design Haws Watering Cans Brand Identity Design

Finding fertile ground

We identified a sweet spot for the brand’s repositioning – a place where traditional craftsmanship meets the style consciousness of the Instagram generation. Skilfully reframing their story and recontextualising their products, we breathed new life into their communications.

Together Design Haws Watering Cans
Together Design Haws Watering Cans
Together Design Haws Watering Cans
Together Design Haws Watering Cans Brand Identity Design

Cultivating the whole brand

We instigated new range segmentation and an inspired product naming system. Having developed a wealth of visual assets and guidelines, plus new logo, packaging, messaging and image library, we then designed new sales materials and revamped their website and social media channels.

“The level of care, engagement and attention to detail that Together show is above and beyond. Following a full rebrand Haws is stronger than ever and something we are truly proud of. Because of the trust and great relationship we have with Together, they continue to work with us side-by-side as our brand guardians.” Richard Pennock, Managing Director, Haws

Small change, big impact

By engaging with new audiences, the brand repositioning enabled Haws to extend into the homeware retailer market as well as their more traditional garden centre channels. The new packaging formats reduce unused space for more efficient shipping, helping Haws’ environmental credentials chime with a more switched-on audience.

Together Design Haws Watering Cans Brand Identity Design
Together Design Haws Watering Cans Brand Identity Design
What happened next?

The brand’s flourishing sales and profile received a prestigious boost in 2020, with Haws granted a stand at horticulture’s spiritual home, the Chelsea Flower Show.

Do you need to refresh your iconic brand and grow your audiences?

Get in touch