GARDEN REPUBLIC
Repositioning an indoor gardening brand into a scalable, giftable CPG proposition
CASE STUDY
Garden Republic operates within the highly competitive home gardening category — a CPG-adjacent market projected to grow from ~$15.8 billion globally in 2025 to ~$26.5 billion by 2034. As the category matures, brands that succeed at scale are those able to move beyond functional utility and compete across gifting, seasonal relevance, and retail-led discovery.
Garden Republic evolved through a phased repositioning beginning in 2022, shifting from functional indoor gardening to a giftable, lifestyle-led proposition designed to expand consideration, unlock new purchase occasions, and support portfolio growth. This direction was established through a 2023 rebrand and further refined in 2025 through a brand identity and commerce refresh — aligning execution across Amazon, Shopify, and the broader omnichannel ecosystem.
OBJECTIVE
The objective was to re-establish Garden Republic as a scalable, commercially relevant brand system — capable of accelerating portfolio growth, supporting omnichannel execution, and meeting the standards required for mass-market retail.
SCOPE OF WORK
Brand repositioning and creative direction across identity, packaging, and commerce
Full brand identity and packaging system redesign
Shopify design and build
Amazon storefront redesign and optimisation
PDP optimisation across existing ASINs and creation for new launches
Product and lifestyle photography and video production
CRM, organic social, and lifecycle flow development
IMPACT SNAPSHOT
30+ new SKUs launched, expanding Garden Republic into a scalable, multi-SKU portfolio
Full brand and packaging system rebuilt to support mass-market retail scale
Omnichannel commerce ecosystem established across Amazon and DTC
CRM and lifecycle frameworks implemented to support long-term growth
Retail partnerships secured with Target and Walmart
THE CHALLENGE
Garden Republic faced a relevance gap, not a product gap. As consumer behaviour evolved, a utility-led brand narrative constrained consideration and slowed momentum in a category increasingly influenced by gifting, aesthetics, and lifestyle-driven purchase decisions.
The challenge was to reassert brand clarity and commercial relevance — strengthening the identity, sharpening the marketing framework, and repositioning the offer as a giftable, evergreen proposition capable of accelerating velocity, supporting portfolio expansion, and enabling long-term scale.
The original storefront and packaging, shown here, reflected this utility-first positioning — functional, but misaligned with how consumers were discovering and purchasing within the category.
STRATEGIC OPPORTUNITY
Repositioning Garden Republic as a giftable indoor gardening brand created a clear commercial unlock. By shifting the narrative from self-use utility to gifting, seasonal relevance, and lifestyle appeal, the brand expanded consideration beyond core gardening audiences.
This reframing enabled broader SKU architecture, modular packaging systems, and stronger alignment with retail merchandising and gifting calendars — creating the conditions for faster velocity, portfolio expansion, and omnichannel scale.
BRAND REPOSITIONING & IDENTITY
A core driver of Garden Republic’s repositioning was a deliberate shift in aesthetic and brand language. The existing identity relied on darker, more instructional visual cues that reinforced a functional, hobbyist mindset.
To support the move toward gifting, lifestyle relevance, and retail-led discovery, the brand evolved toward a lighter, more contemporary system — introducing warmth, space, and clarity designed to increase approachability, broaden appeal, and perform more effectively across both digital and physical retail environments.
The 2023 rebrand established this strategic foundation, clarifying the brand’s role within the category and introducing a scalable identity and packaging system.
The 2025 refresh refined and extended this system, modernising execution across Amazon and Shopify and ensuring consistency across an expanding portfolio.
As Garden Republic expanded beyond a single hero range, content could no longer be produced as one-off creative moments. The brand required a visual system capable of supporting rapid SKU growth, seasonal merchandising, and omnichannel execution — without eroding recognition or gift appeal.
Rather than treating photography and video as campaign-specific assets, content was developed as a scalable visual ecosystem — designed to flex across Amazon PDPs, Shopify, CRM, paid media, and retail environments.
The result was a system that balanced commercial clarity with lifestyle aspiration, allowing the brand to evolve without fragmenting its identity.
CONTENT PRODUCTION & VISUAL SYSTEMS
Director & Producer across all shoots
AMAZON & DTC TRANSFORMATION
Rather than a single replatform, Garden Republic’s Amazon and DTC presence evolved through deliberate stages — each responding to shifts in consumer behaviour, portfolio breadth, and retail ambition.
The earliest iteration prioritised functional clarity and category credibility. As the brand expanded, a transitional phase introduced lighter tones, improved hierarchy, and early lifestyle cues. The latest iteration fully realigned the experience around giftability, emotional appeal, and discovery-led shopping, while maintaining category authority.
This progression reflects a broader strategic shift: from selling products to building a brand system capable of scaling across channels, seasons, and retail environments.
NPD & PACKAGING DESIGN
CONCLUSION
Garden Republic emerged as a commercially resilient, system-led brand — repositioned to compete across gifting, lifestyle, and retail-led discovery while remaining anchored within the indoor gardening category.
The brand now operates with a scalable portfolio architecture, unified visual and messaging systems, and a cohesive omnichannel presence across Amazon, DTC, CRM, and physical retail. With 30+ new SKUs launched and mass-market retail partnerships secured, Garden Republic is positioned for sustained growth, faster portfolio expansion, and long-term category relevance.
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