Haws
Carrying the can
Working with: Together Design
Haws is a horticultural icon, the world’s oldest watering can manufacturer with a heritage stretching back to 1886. In 2020, keen to explore the flourishing houseplant market and counter ever-increasing online competition, the time was ripe for change. They commissioned the brilliant Together Design to reposition their brand, and we were brought in to perform a root and branch transformation of their brand language.
Expertly crafted in their West Midlands workshop, Haws’ beautiful yet practical products are traditional British engineering at its finest. But to tap into new markets and become an e-commerce brand with a modern sustainable sensibility, they needed something else in the mix. Together Design framed the brand as a meeting of traditional craftsmanship and Insta-ready style, and we brought this new positioning to life with words.
A new voice was essential. We hacked away the dead wood and poured some much-needed energy and wit into their language, reframing their story and developing a playful new tone. Our fresh and engaging approach aims to connect with everyone; not only their traditional audience of seasoned horticulturalists, but also a younger generation of digital natives just embarking on their lifetime’s journey in gardening.
Our brand language development included a suite of essential elements including strapline, boilerplate, key messages, product descriptions and so on. We also created a comprehensive set of tone of voice guidelines to keep their future comms on track. Soon their beautiful new website bloomed into life, the refresh was showered with industry awards, and once again this much-loved business was flourishing exactly as it should.