Designed by 1HQ design agency, Mr Fothergill’s new logo is more streamlined and part of the company’s broader goal to simplify the brand’s identity. “By focusing on “Fothergill’s” and omitting “Mr.,” we are acknowledging that the visual elements of the logo already communicate that aspect. This approach helps modernise and refine the brand while still maintaining recognition and familiarity”, explains David Turner, Marketing Services Manager, Mr. Fothergill’s.
According to the company, the evolution of the brand’s logo is essential to maintaining relevance and staying connected with their customers, as preferences and values shift. “Mr. Fothergill’s is no exception, having undergone positive changes over time. Not long ago, we made the decision to remove the pipe from our beloved character, a move that reflected broader shift in societal values. We are confident that our latest evolution has been carefully tested and has received positive feedback from both experienced and new gardeners alike,” explains Turner.
Turner went on to explain that the company’s rebranding was a direct response to evolving category trends and the changing expectations of both existing and new customers. This, he added was confirmed in an extensive, 3000 participant survey, conducted by the company in May 2024. “The insights gathered from this research have reinforced our decision to adapt and evolve, ensuring that our brand remains relevant and continues to resonate with our audience.”
Founded in 1978, Mr. Fothergill’s is an independent horticulture supplier providing gardening products ranging from seeds, bulbs, tools and supplementary garden products. The group operates multiple brands with Mr. Fothergill’s at the core, supplying its ranges to over 5,000 garden centres and retailers in the UK, complemented by its online, direct to consumer channel. Since 1989, the group has also been operating in Australia and New Zealand. Strategic distributor relationships have extended the group’s international reach into Canada, Europe and the Middle East.