Branding a new sustainable gardening range for Kingfisher
MamaTerra is the first full range of 'regenerative gardening' products, from seeds and soils to feeds and fertilisers.
We supported Kingfisher to develop the brand identity, packaging and brand/communication guidelines for the brand's products, launched in early 2023.
Sustainable simplicity with an accessible feel good nature was the aim for this new brand. The logo mark was hand drawn to reflect the human aspect of gardening and the ‘smudge’ that forms this mark, is a metaphor for movement and progression. The fluid and imperfect aesthetic is much like nature’s simple, real and unique processes. Derived from the handwritten aesthetic of the MamaTerra logo, and inspired by notes from garden journals, the marks and illustrations add personality, making the brand approachable and fun.