What was the existing Garden Center brand?
Customers viewed SKH as no-frills, friendly, fairly priced garden center stores. This translated in the consumer’s mind as a place where they will not spend a lot of time or money… get in and out as fast as possible – very utilitarian in retail approach. There was even a problem with the brand name. Were they “Stauffers”, “Stauffers of Kissel Hill” or “SKH”? Did any of these three names have any higher brand equity in the marketplace… or did it cause confusion? The visual identity matched this undefined brand aproach. The signage was done as quickly and easily as possible (sometimes by hand), the displays were non-inspiring, the colors of the stores were not brand consistent. The employees wore no uniforms, thus making them hard to find. The fleet graphics we bare bones… every visual element said “low budget”. First we defined the current attributes of the Stauffers of Kissel Hill garden center brand… A. Convenient garden center locations B. Friendly staff C. Competitive prices
