MR GREEN GRASS
THIS IS HOW MAGIC GROWS
Mr Green Grass is a lawn-care product brand built by Olaf, an experienced gardener. The company has been operating in the market for over a decade, and over that time its business model shifted significantly — from a service provider that installed and maintained lawns to a producer of its own fertilisers. That shift wasn’t yet reflected in a consistent brand communication.
Scope: Branding workshops, brand strategy, brand book, implementation support
Agency’s brief
Bringing order to the strategy of a brand that has been on the market for over a decade and, over that time, significantly changed its business direction — from a company installing and maintaining lawns to one producing its own fertilisers.
What we did:
- We ran branding workshops with the client’s team.
- We developed the brand strategy: positioning, mission, vision, values and archetype (Mentor + Magician/Shaman).
- We built the brand’s tone of voice and vocabulary.
- We wrote it all down in a brand book — a living document for the client’s team.
- We supported the client in rolling out the strategy across the organisation.
Results
A clear, documented brand strategy, a well-defined archetype and a tone of voice that ties expert knowledge to the promise of lawn transformation. A clear hierarchy and co-appearance rules for the brand’s characters — Olaf and Trawuś. The strategy became the foundation on which the logo and the entire visual identity were refreshed.
Graphic materials
