W.Legutko

We always start such complex projects with an analysis of the initial situation – identifying the actual needs of the brand is crucial for the success of the entire process. Developing an analysis of the competition’s activities, segmenting the market, indicating image benchmarks allowed us to enter the subject consciously and allowed the people responsible for shaping the brand on the W.Legutko side to systematize their knowledge and look at what they know so well from a different perspective.

An audit of the external environment is a challenge, but not as difficult as looking inside the organization. The assessment of individual areas of the company’s operations sometimes arouses strong emotions. An open attitude of all interested parties and an understanding that indicating places requiring work is not criticism but a starting point for further work are invaluable here.

In the case of the W.Legutko brand, this place turned out to be primarily the visual sphere. In our opinion, the brand’s not very modern branding and the general lack of graphic coherence resulting from the implementation of various projects in an ad hoc system, prevented the brand from realizing its potential, especially in terms of recognition. It is never easy for the brand owners, but this time the decision was quick and clear – a complete rebranding.

Rebranding such a mature brand, present in so many fields of exposure, cannot happen overnight. It is a process that, given the specifics of the market, will take years. But it has to start somewhere – in this case, with the logo. The brand name remained unchanged, but its symbol changed completely. It gained a signet directly referring to the industry, and the letter <L> was additionally inscribed in the plant symbol. The brand’s characteristic colours were also selected – green, strongly associated with the market, and purple, distinguishing it from the competition. In order to maintain visual consistency at later stages of work, the rules for using the logo were codified in the Brand Book.

The 30th anniversary of the company was an ideal opportunity to inform the surroundings about the upcoming changes. For this purpose, a dedicated graphic sign was created, already in a new style. Then, in order to gradually accustom recipients to the new visual identification, an interactive logo appeared on the website with the possibility of revealing the new one.

At the stage of analyzing the initial situation, one of the main diagnosed brand problems turned out to be the lack of visual coherence. The decision to rebrand was connected with a strong need to change this state of affairs. After accepting the Brand Book, we began the stage of comprehensive design of various brand identification elements, with a strong emphasis on their coherence.

At the stage of analyzing the initial situation, one of the main diagnosed brand problems turned out to be the lack of visual coherence. The decision to rebrand was connected with a strong need to change this state of affairs. After accepting the Brand Book, we began the stage of comprehensive design of various brand identification elements, with a strong emphasis on their coherence.

Until now, products were sold in series created according to various premises. Series often became sub-brands or even independent brands without a clear connection to the main brand. Seeds of different plants could function in a series, which is why products were duplicated in different series. This complicated many processes, above all, it made it difficult for a potential customer to find the product they were looking for.

The portfolio after the changes mostly functions in a monolithic model. This means that most of the packaging has the same arrangement of characteristic graphic elements. The products have been divided into main sections: seeds, vegetative parts of plants, plant protection products. In each section, the main categories have been distinguished (e.g. vegetables, herbs, grasses) – we assumed here that the buyer is looking for a specific type of plant (e.g. they are starting a vegetable garden) and from their point of view it is easier to search among all the vegetables, the desired species. And product types. In addition to standard seeds, W.Legutko also offers complex products (such as seeds on a tape, on a disc, coated, dressed). Special types of products have become subcategories that cross-cut through the main categories. In this way, the buyer, searching among vegetables for cucumber seeds, can choose whether they want a simple, coated or tape form.

On the packaging, this entire complex structure has been codified in the simplest possible form – we have introduced a colour code to distinguish the main categories and created a system of markings for subcategories. The whole is complemented by an attractive photo of a plant in the background.

The exception is selected series of flower bulbs – these are products with slightly different specifications, which required a slightly different approach to packaging construction. The series of products for children has also been excluded from the monolithic system – it has entered the structure of the #ZDROWOROSNA subbrand.

A new graphic design for such a broad portfolio means a gigantic job for the designers. Preparing designs for several thousand packages for specific products also requires specialist gardening knowledge. And that’s not all, this type of packaging also requires stands and various types of displays as well as a very extensive product catalog. We decided to carry out the graphic work together.

Our task was to design sample packaging for all types of products from the brand’s portfolio. After their acceptance, we prepared a guide for the W.Legutko graphic department and conducted training, during which we explained the operating principles in detail. Similarly, in the case of the catalogue – after designing several dozen sample pages, we entrusted the development of several hundred more to our Client’s employees.

This work model proved to be very successful – its effects were very enthusiastically received at the Gardenia Garden Fair.

The seed and bulb market is not just about gardening stores. It is an industry that is developing very intensively. Traditional sales channels are dominated by modern ones, and online sales are also becoming increasingly important.

A brand that wants to be a market leader cannot afford to ignore trends. To meet them, W.Legutko systematically develops its online platforms. The brand has had its own e-shop for years, which it is constantly improving. As a result of our cooperation, a separate company website was created, divided into b2b sections (available after logging in) and b2c, dedicated to hobbyists looking for gardening advice and inspiration.

A modern website in the gardening industry distinguishes the brand, but that’s not all. The power of its message is increased by modern forms of communication. For the W.Legutko brand, we have produced a series of short but informative video materials. This is a form that speaks more powerfully than static images and text – it allows for a more complete communication of the brand’s atmosphere and message.

Online presence is a must, the ability to buy products online is required by recipients. Social media presence is not required, but as it turns out, it is an excellent channel of communication with customers also in the gardening industry. We hope that the pleasant atmosphere and interesting content will attract more and more recipients, gathering a community of gardening enthusiasts around the brand. In this case, too, we use the video format relatively often – we direct the films to both adult recipients (expert tutorials from the #PIEKNIEROSNA series) and to children (educational materials and reports from the #ZDROWOROSNA campaign).

The project implemented with the W.Legutko brand is already counted in years. The rebranding of the brand has entered the phase of replacing all utility and promotional materials with new ones. Products in new packaging are already appearing on the market. The organization’s interior must also keep up with the changes. Together we have developed a new organizational structure of the marketing department and the work standards that it will follow. With such intensive development, modern project management tools are indispensable (Monday is our number one here) and clear rules for systematic archiving of materials. With such support, nothing is impossible;).

The marketing department and the sales department… like yin and yang – should be in harmony;). This is a necessary element for the market success of the brand. Good communication and mutual understanding seem obvious, but it is often in this area that problems arise. In order to solve the current ones and avoid as many future ones as possible, we organized training for the sales department. Its fruits will be assessed in the upcoming season:).

#ZDROWOROSNA is a line of W.Legutko products created with children in mind – these are complete sets for growing plants and safe gardening accessories for the youngest. In 2022, the idea arose to launch (under the same name) a social and educational campaign aimed at popularizing gardening knowledge among children.

The first edition of the campaign was aimed at preschool and early school children. For preschool classes and groups that registered for participation, free educational packages were prepared containing materials needed to conduct a demonstration lesson. During the lesson, each child could independently sow vitamin-rich dill in a pot and learn a lot of interesting and useful information about plant cultivation. The educational campaign was accompanied by a competition for children, in which the main prize was a meeting with one of the winners of the last seasons of the popular MasterChef Junior program.

Effects? 1,360 schools and kindergartens took part in the campaign. 5,140 educational packages were sent to individual classes and groups. And most importantly, 153,000 pots were planted by children who are proud of this fact:).

At the beginning of 2023, the second edition of the #ZDROWOROSNA campaign was launched. This time, we have expanded its scope. In addition to kindergarten groups and grades I-III, older classes and various types of educational institutions (e.g. community centers or community centers) can participate. The idea of ​​the campaign has been preserved – we want to show children how enjoyable and satisfying it is to grow plants, to sow the seed of passion by proving that anyone can be a gardener, regardless of age.

The setting of the second edition has been slightly modified. In place of the faces known from the MasterChef program, superhero characters have appeared, bringing new energy and inspiration to the development of communication around the campaign in various fields.

Effects? We still have to wait for the summary (the campaign will end at the end of May), but… in the first two weeks we have issued over 5,000 educational packages:).

The second edition of the #ZDROWOROSNA campaign is accompanied by a lottery. We focused on a simple mechanism and a multitude of chances to win. The lucky winners will receive Garden Superhero sets, Micro mini scooters, Instax mini cameras and family trips to the Majaland Kownaty amusement park. All of these are from the list of children’s dreams;).

• Effective marketing communication
• Significant revenue growth
• Strong brand recognition
• Strengthening the leader’s position in its segment

In this case, we took on the responsibilities of the organizer. We deal with the entire campaign comprehensively – from developing its concept, through legal services, promotion, to logistics of prizes and contact with participants.

We have long since stopped calling the project we are implementing with the W.Legutko brand that. It is a multi-level collaboration, the effects of which we enjoy as much as our own successes. And what are these effects?

We hope that there are many more common challenges ahead of us. Neither side likes to rest on its laurels;).