Bynorm, a garden power equipment, parts and accessories company has been established as number one in Australia for over 50 years. However, strong brand identity and marketing by competitors pushed their prime position down to third place. This was mainly due to a fragmented brand identity over a very wide range of products combined with low retail presence.
Avalanche Creative was asked to investigate the DIY retail gardening segment and to produce a new brand and marketing identity to both attract and inform new and existing customers. We took the concept of a ‘great day to garden’ and positioned the logo onto a perfect Australian blue sky. This image presented a warm sense of nostalgia: the perfect holiday or the summer job you may have had when you were young. The green grass meets the sky at a point where the logo has neatly been trimmed to the edges of the name.
We like to use symbolism as much as we can at Avalanche Creative; it helps with communicating a strategic message at a subconscious level.
