News

Remaining human in a world of AI

AI has handed everyone the same tools at almost no cost, and the advantage big brands spent years and millions building is quietly evaporating into a sea of the same. Joe's article on why AI can only ever average what already exists, and why originality, trust and human connection are the differentiators left worth owning.

Three reasons your brand needs a refresh right now

A logo tells people who you are. A brand tells them what to feel, think and expect from every interaction that follows. This piece explores what a brand actually is, the parts that go unseen, and why the real work begins after the guidelines are signed off.

Your logo is not your brand

A logo tells people who you are. A brand tells them what to feel, think and expect from every interaction that follows. This piece explores what a brand actually is, the parts that go unseen, and why the real work begins after the guidelines are signed off.

Electrical Safety First launches its new website and a brand ready for the electric era

Two years in the making, Garden's rebrand for Electrical Safety First gives the UK's leading electrical safety charity a bold new identity built for the electric era. A new brand mark, electric green colour palette, strapline and fully rebuilt website, all live now.

Garden Shortlisted for Two CreativePool Annual Awards 2026

We are delighted to share that Garden has been shortlisted for two CreativePool Annual Awards 2026 in the Branding category, for our work on Mollie's and Studio IV.

Micro VS Mega

People used to measure brand success in reach. The bigger the audience, the better the brand. But the internet fragmented the mass audience into millions of smaller communities. Many brands still chase bigger numbers, yet reach without resonance is just noise. What we’re seeing instead is that devoted beats large: not a huge audience, but a real one who talk about the brand, defend it, and feel proud to be associated with it.

Designing Brands You Can Step Into

Immersive technology is changing the way we experience brands. It allows us to move beyond simply looking at an identity and start stepping into it. The Quantum Untangled exhibition showed how powerful XR can be in helping people feel the ideas and values behind a brand. What happens when a brand becomes a place you can truly step into?

Trust in the age of transparency: what cancel culture means for brands

Your audience isn't just watching anymore. They're participating. They're deciding what your brand means, whether you invited them to or not. The question isn't whether you'll face criticism. The question is: have you built something worth defending? And when the moment comes, will your audience defend it with you or against you?

What is umbrella branding?

Learn how to leverage a master brand for growth.

How does branding influence consumer psychology?

Explore trust-building, emotional influence, and the business impact of strategic branding.

What are brand identity elements? The complete blueprint for building a memorable brand

Learn about the essential brand identity elements.

The ultimate guide to the 13+ types of branding (and how to choose yours)

From corporate to conscious, learn what each is and how to choose the right strategy for your business.

What is a brand key?

We explain the model used to define your brand’s DNA.

Brand guidelines examples: A strategic blueprint from the world's top companies

Learn from the best brand guidelines examples.

Why branding matters

Discover why branding matters for long-term business growth.

What is a brand promise? The guide to building unbreakable customer trust

Learn what a brand promise is and how to craft one that builds unbreakable customer trust.

70% of digital transformations fail and 32% cite complexity as the barrier. How do you ensure digital design actually drives transformation?

Our product cycles demand weekly video updates. How do you maintain brand consistency at high content velocity?

What is employer branding?

Our complete guide provides a step-by-step strategy to build a magnetic employer brand.

The CPG brand strategy blueprint: a step-by-step development process

Get the step-by-step blueprint for a winning CPG brand strategy.

Are the “best” design schools still the best?

For years, names like Central Saint Martins, Falmouth and Norwich carried a kind of creative prestige. They were known for producing well rounded designers who could think, make and question with confidence. But the design world has evolved, and the picture today is more nuanced. So what makes it genuinely worth paying attention to?

We need platform-specific content (YouTube shows 34% higher engagement) but can't produce unique assets for each. How do you optimise across platforms efficiently?

What is brand purpose?

Unlock business growth with a powerful brand purpose.

What is brand personality?

If your brand walked into a room, who would it be?

Voice-first technology demands sonic branding but most brands lack audio identity. How do you develop distinctive sound in a crowded audio landscape?

Video delivers ROI 49% faster than text but production costs range from $2,000 to $50,000+. How do you scale video content cost-effectively?

What is a brand extension?

Unlock strategic growth with our definitive brand extension guide.

The ultimate brand launch checklist: a phased approach to market debut

Turn your concept into a market leader with our strategic checklist.‍

Making Simplicity Feel Magical in Immersive Brand Experiences

The recent Alpro cinnamon installation in Shoreditch showed how a simple design idea can grow into something truly memorable. With its clean brand identity and warm personalised touches, it transformed a single flavour into a cosy, inviting experience. Nothing felt overpowering. Instead, every detail worked together with intention to create a space that felt both engaging and emotionally connected.

What is branding? A strategic guide

Our strategic guide explains how to build a powerful brand that fosters trust, drives growth, and builds loyalty.

What is brand activation?

Discover how to build unforgettable brand experiences that create deep customer connections and drive real business growth.

What is a brand champion?

Learn how to find, nurture, and empower these loyal fans to build trust and drive growth.‍

A Small Object with Heart: Why the Big Knit Still Stands Out

Innocent’s Big Knit is one of those ideas that never fails to spark something. Even though the campaign has paused again and no tiny hats are being accepted at the moment, the update arrives with classic Innocent charm and feels like a warm smile rather than a corporate message.

Customer data silos prevent omnichannel engagement. How do you create unified experiences when average customers use 10 touchpoints?

Our loyalty programme shows 8.5x ROI in FMCG but how do we maintain engagement when 87% of brands are increasing digital investment?

B2B engaged customers show 63% lower attrition and 55% higher wallet share. How do you replicate B2C engagement tactics in complex B2B environments?

Only 42% of firms can quantify engagement effectiveness, yet loyal customers are worth 10x their first purchase. How do you measure what matters?

Adobe’s AI Evolution: The AI All-in-One?

Last week, Adobe opened a new chapter by bringing AI into every part of its creative suite. From editing to animation, the tools are becoming faster, smarter, and more fluid, allowing us to spend less time on repetition and more time on ideas. As creativity becomes more effortless, we as designers continue to craft work grounded in design thinking. AI can support what we do, but imagination will always shape the story. The question is, how do we keep the human touch alive in design?

Production costs are rising but quality can't drop. How do you optimise design operations while maintaining creative excellence?

Design consistency saves 35% in costs but how do we quantify design ROI beyond efficiency metrics?

Our retail and digital experiences feel disconnected. How do you align in-store and online design when they're managed by different teams?

We need scalable design systems for our expanding MarTech stack (37% of CMOs adding tools). How do you balance automation with brand distinctiveness?

Algorithm changes constantly disrupt our campaigns. How do you maintain campaign effectiveness when platforms change rules overnight?

How do branding agencies’ flexible, data-led campaigns thrive beyond algorithms through owned media and adaptive creative systems?

Email delivers $42 ROI per dollar while social shows the lowest returns. How do you optimise channel mix when each has dramatically different performance?

Email leads in ROI, but every channel has value. How can a channel mix strategy map the roles that build harmony and drive measurable results?

Reimaging the Future of Digital Design Branding

The 2025 Digital Design Weekend at the V&A reflected how technology and creativity are transforming the future of branding. It redefined how digital design can build connection, inclusivity, and storytelling that resonates, reminding designers that the most powerful designs are not just seen but felt and experienced.

Marketing attribution is broken - 47% of us struggle with multi-touch attribution. How do you prove campaign ROI when 70% of campaigns show no sales lift?

Struggling with attribution and want to create great campaigns? Learn how our hybrid models go beyond sales lift.

We're acquiring companies but struggle with brand integration. How do you prevent culture clashes like HP-Compaq while maximising portfolio value?

M&A success depends on culture and clarity. Discover how our brand DNA analysis and integration frameworks prevent clashes and unlock portfolio value.

After our competitor's high-profile brand failure (like Google Glass), our board is risk-averse. How do you build confidence in new brand investments?

Post-failure fear stalls growth. Learn how our evidence-based branding builds confidence with staged investments, proof points, and risk mitigation strategies.

Our marketing budget is down 15% but we need to launch new brands. How do you optimise resource allocation between new ventures and existing brands?

Our marketing budget is down 15 percent while the pressure to launch new brands continues to rise. The challenge lies in balancing resources between new ventures and established names in a way that maintains momentum and maximises impact.

With 95% of new products failing and 30,000 launching annually, how do you mitigate brand creation risks while maintaining innovation speed?

With 95% of new products failing each year, too many brands launch on hope instead of insight. We build validation into every stage, testing fast and early to turn bold ideas into market-ready successes.

Congratulations to our Operations Director, Daniel Boyles

We’re excited to share some fantastic news from the Garden team! Our Operations Director, Daniel Boyles, has been recognised in Creativepool’s Top 25 Operations Directors, earning an impressive 7th place this year.

Our legal team rejects every creative name option. How do you balance trademark protection with memorable brand naming?

With emerging technologies, how do we future-proof brand names to avoid obsolescence as our business evolves?

We're expanding globally but trademark conflicts and cultural sensitivities threaten our brand name. How do you navigate international naming without costly mistakes like Chevy Nova?

Domain availability is increasingly limited and cybersquatters target our industry. How do you secure digital assets without compromising on the perfect name?

Our competitors pivot positioning quarterly while ours hasn't changed in years. How do we evolve positioning without confusing existing customers?

Decision-makers now use 10 different channels during purchase (up from 5 in 2016). How do we maintain positioning consistency across all touchpoints?

In B2B tech, 75% of buyers experience 'buyer pessimism' due to lack of differentiation. How do you create distinctive positioning in oversaturated markets?

How can brand strategy create alignment when multiple departments control different touchpoints?

Marketing owns less than 36% of the customer journey in most companies. How can brand strategy create alignment when multiple departments control different touchpoints?

With 78% of CMOs using GenAI to transform business models, how do we integrate AI into our brand strategy without losing our authentic voice?

When brand strategy takes 6+ months, how can we balance long-term brand building with short-term pressures?

Our brand strategy takes 6+ months to show results, but our board demands quarterly improvements. How do you balance long-term brand building with short-term pressures?

How can we prove the ROI of brand strategy when only 36% of marketers can accurately measure it?

We are on Creativepool's People's Choice Awards shortlist!

Branding by Garden was shortlisted for People's Choice Awards 2025's for our Kool Coffee project.

Buying branding services

At Branding by Garden, a specialist branding consultancy, we frequently work with a wide range of professionals who are responsible for commissioning branding, brand strategy, and packaging design services. Understanding the roles, motivations, and pain points of these individuals is crucial in tailoring how we deliver value — and ensuring our solutions align with their needs.Below, we outline the key job titles that typically engage a branding consultancy like ours, along with how each role interacts with branding and packaging projects.‍

Garden wins Gold at London Design Awards for Kool Coffee

The London Design Awards are a benchmark for creative excellence across the design industry — so we’re thrilled to share that we’ve won Gold in Communication Design – Company Branding for our work with the brilliant team at Kool Coffee.

What is the difference between a marketing agency and a branding agency?

Understanding this difference is fundamental to making strategic decisions that will shape your brand's trajectory and market position.

Building Brand Trust: A Human Approach in the Age of AI & Misinformation

Discover how brands can build lasting trust in a world shaped by AI, scepticism, and constant noise.

How to choose the best branding agency: A comprehensive guide

Learn how to select the best branding agency and why it should be Branding by Garden.

Carrying Memory Through Branding Design

What if branding were not only about selling, but also about evoking memories? From Do Ho Suh's textile installations to the exploration of design as a medium for memory, migration, and identity, branding can serve a deeper meaning. Just as a snail carries its home, branding can tell stories, fostering a sense of belonging even in unfamiliar environments.

Global and Emerging Market Economies

We wanted to cover off our experience of global and emerging markets, read about the risks, challenegs and benefits.‍

How to create a brand style guide: Essential steps and examples

Includes examples and expert tips from our brand consultants.

Brand mission statements: What are they & how to define yours

Learn what a brand mission statement is and how to define one that drives success.

AI Branding Tools: The Future of Brand Identity Creation

AI in branding isn’t about replacing creativity, it’s about unlocking it. These tools make it easier to bring ideas to life, test what’s working, and keep your brand feeling fresh and consistent. The human touch still matters more than ever, but now we’ve got a little extra help along the way.

The implementation of the AI notifying system by Meta on Instagram & Facebook - good or bad?

The implementation of Meta’s AI notifying system challenged designers creatively and pushed them to better appreciate the natural beauty in their work.

What is brand salience? A guide to building memorable brands

Understand how brand salience influences consumer behaviour and purchase decisions.

What is brand experience? A comprehensive guide

Discover key strategies and best practices from brand consulting experts at Garden.

What does a brand consultant do?

Learn from our own experience - discover the core consultancy skills and how they transform businesses.

What are brand pillars and why are they important?

Explore real examples and practical strategies to develop strong brand foundations.

Understanding generational branding

In the dynamic world of marketing, understanding the nuances of generational branding is essential.

AI Productivity Tools That Are Revolutionising Workflows

AI productivity tools have become indispensable for enterprises striving to stay ahead. However, while these tools bring undeniable advantages, they should be used wisely.

The Rapid Evolution of AI and Its Impact on Creativity

The world is changing at an incredible pace, and the adoption of AI is reaching saturation levels. With this in mind, it’s worth exploring how AI is reshaping creativity, its real-world applications, and the philosophical and ethical questions it raises.

What is a brand manifesto and how to craft one

A brand manifesto is more than just another corporate document!

Why brand design should come first in retail projects

When planning a retail space, brand design should always come before architectural design – and certainly before any interior fit-out decisions. The brand strategy sets the foundation for materials, colours, and finishes, ensuring everything aligns with the overall vision.

All is fair in love and branding

Valentine’s Day campaigns aren’t just about selling products - they’re about making connections. Whether through storytelling, personalisation, inclusivity, or humour, the best campaigns feel authentic and meaningful.

What is a brand voice guideline and what should it include?

Brand voice guidelines serve as the cornerstone of your company's communication strategy.

The impact of branded environments on brand design

When creating a branded environment, it is essential to consider how the brand will be implemented across key customer touchpoints from the outset of the design process.

What is brand refresh and why is it important?

As marketing professionals, we often face the challenge of keeping our brands relevant without losing the equity we've built over years.

Understanding brand design: Core elements and principles

Brand design transforms business values and personality into visual elements that resonate with audiences.

Brand reputation: No such thing as bad publicity? Insights & strategy on how to improve your own

Learn proven strategies, real-world examples, and expert tips for maintaining a strong brand reputation.

Brand awareness: A comprehensive guide for modern marketers

Learn proven tactics, metrics, and best practices used by leading brands to better ROI.

The best time to think about branding: A strategic guide for long-term success

In business, branding is often one of the most valuable assets, yet its importance can be overlooked at the early stages. The best time to think about branding is well before product development or marketing efforts begin.

Digital-first brands & printing: Modern brand challenges

To succeed in today's multi-channel landscape, brands must integrate digital and print strategies, adapt to new technologies, and personalise their approach while maintaining the ability to communicate effectively across all mediums.

Brand story: The art of storytelling and aligning with purpose

In today's highly competitive market, where countless brands vie for attention, the art of cutting through the noise becomes essential.

Is the grass greener on the other side?

What we mean is that for companies to successfully move into a new industry, they need to stand for something bigger than the products or services they sell.

Design by committee

Design by committee is a term used to describe a decision-making process in which a group of people with different opinions and priorities collectively make design decisions. While collaboration and diverse perspectives can be valuable, there are many instances where design by committee can lead to inefficiencies, compromised quality, and missed opportunities. Here are some examples and evidence of why design by committee doesn't work.

Can you be TOO friendly? (branding and authentic attitudes)

I got a call recently from my car breakdown people. I’d called them out recently so I assumed that this was a follow up. I don’t have a problem with follow-up calls in principle – feedback is always good, especially bad feedback. But as it turned out this was a sales call masquerading as a follow-up (so a slight ruse on their part really). To be fair, I don’t really have a massive problem with sales calls either: they may well be offering something that I could just need so, assuming I have the time, I like to keep an open mind.

Left brain v right brain thinking

A subject that is often discussed in the office is the difference between left and right brain thinkers, the difference between people who are great at maths and English, and people who are not – does this make them less important? I don’t think so, and here is why.

Don’t waste my time – People don’t have time for brand fluff; talk less but talk smart!

And not just people but things in general. For example, you know when you watch a film that lasts for hours and you sit there and eventually stumble out of the cinema nursing a sore behind and you wonder “so what was the point of the 1st hour?

Sustainability in design

It’s fascinating to see that the most inspirational and ground breaking brands in the world are not created by strategists, moreover, strategists help the creative see the target, however it is the magic ingredient when a designer manages to create something special.

Re brands and context

The resent Aldi re brand has lead me to write a piece about change and audience relevance, and how having a broader understanding on how brands relate to customers, in the process struggle of brand change, the important core is often replaced with fear induced waste.