A visual identity that matches your story.
Founded on a chemical formula, Pokon had leant heavily on science and rationality. But consumers do not buy plant fertiliser because of its technical specifications. Houseplant shopping is about care. You want that feeling of natural connection. Together with Pokon, Millford developed a brand positioning and visual identity that was implemented across all communication channels.
“Pokon used to have a rather masculine, authoritative voice that was technical and rational, but the vast majority of our target group are female.”
- Emiel Koops, Head of Marketing Benelux Evergreen GardenPokon is growing within all segments in a stable market, retailers following the DIY principle perform 20% better on average, and consumers have found a solution for all their gardening needs.
“We have learnt that our target group consists of various subgroups, each of which comes with its own needs, preferences and buying motives. It was up to Pokon and Millford to develop different messages to reach these distinct customer segments.”
- Emiel Koops, Head of Marketing Benelux Evergreen Garden650x650-75.png)
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