Scope
Brand
Content
About
Scotts helps people look after their lawns. The work was about turning a shelf of products into something closer to advice, so that someone standing in their own garden knows what to do next.
Concept
We reframed the brand around the question people actually ask, which is not what to buy but what is wrong. Everything downstream of that, the naming, the photography, the way a product is introduced, follows from a diagnosis rather than a range.
Product
The pack system sorts by problem first and product second. A colour and a mark identify the condition, and the product name sits beneath it, so a shelf reads as a set of answers rather than a set of labels.
Campaign
The campaign photography stays at ground level and close in. Grass, soil, bare feet, the patch by the gate that never recovers. It keeps the brand in a real garden rather than a rendered one.
Craft
We wrote and set the back of every pack as carefully as the front. Instructions are numbered, measured in cups and steps rather than ratios, and typeset to be read while kneeling down with one glove off.
End
Scotts ended up with a system that gives advice at the moment of the decision, on the shelf and in the garden.
Credits