Brand development for a dynamic, specialist clothing company.
THE CLIENT
Genus is the world’s only brand of high-performance, technical clothing specially designed by gardeners for gardeners, based in the Cotswolds, England.
THE CHALLENGE
Genus has a unique product offering, built on a strong foundation of considered performance clothing design and quality materials. Competitors clothing used for gardening is simply inferior. Genus products are made to last and appeal to the serious gardener, one that is willing to invest in craft and comfort. As a creative partner we were challenged to push the Genus brand appeal to a wider audience whilst reinforcing brand values; communications needed to be more inviting and warmer, portraying a sense of quality and community.
The biggest development for the brand was the introduction of lifestyle photography. Previous images had felt stale and too technical. We invested time to art-directing seasonal photoshoots, selecting diverse models that represented a real, relatable gardener. The brand imagery now reflects a more documentary style.
With a strong image library in place, we were able to develop the brand accordingly. An impactful, yet elegrant headline font was developed to mimic the tools used in the garden, along with a handwritten font reflecting a personal touch. Messaging and the overall tone of communications is more bold, confident, yet personable.
WHAT WE DELIVERED
The brand is now consistently applied and reflects the values and aspirations of this growing specialist business. Communications include:
press advertising
social media graphics
art direction
image library
image retouching
Genus has been working together with Lost and Found for several years now and the relationship goes from strength to strength. L&F really understand our brand which allows them to be fully proactive in creating design approaches. Andy and his team continue to work across a wide range of applications from website, through customer communications, to advertising and direct marketing. We really appreciate the high level of creativity, attention to detail and the quick response that L&F provide.
