Rebranding Concept
Project type: Rebranding
Role: Brand designer
Industry: Gardening, Horticulture
Tools used: Illustrator, Photoshop, Canva.
Horticola is a phytopharmacy and agricultural store specialized for horticulturists, skilled gardeners, but also for anyone who wants a small urban garden. The brand has one e-commerce store and 2 physical stores in Oradea and Madaras, at the entrance to Salonta. They offer an wide range of products and solutions for crops, greenhouses, and indoor plants, like: solar films, fertilizers, vegetable and flower seeds, lawn products, garden tools and much more. The need for a rebrand became clear – to bridge the gap between its established heritage and its aspiration to grow, attract new demographics, and cultivate a fresh, vibrant image.
The existing brand, often characterized by a more traditional or perhaps generic approach, risked being overlooked in a visually competitive market. It lacked the distinctiveness and modern appeal necessary to convey Horticola’s true essence: a place of quality products, expert guidance, and inspiration for every gardener, from novice to enthusiast.
Brand Story & Vision
Horticola aims to provide everything horticulturists need in one place. With over 16 years of experience in the horticultural field, the company has developed a deep understanding of growers’ needs and is committed to meeting them. Horticola supports communities through loyalty programs offered in its stores, targeting local entrepreneurs, growers, and gardening enthusiasts alike. Its mission is to create a social network capable of responding to the challenges and needs of these communities. A cultivated passion for horticulture and a strong desire to build lasting, honest, and trustworthy relationships with growers drive the company to invest time, energy, and resources into offering the best solutions and products. Horticola offers high-quality products that facilitate and support work in agriculture and horticulture, always pursuing two key objectives: functionality and efficiency. Horticola’s competitors in the Romanian market include B2C stores: horticultural shops, DIY retailers, and phytopharmaceutical stores, with a focus on the following criteria: fast accessibility, competitive pricing, product quality, and a reliable, highly visible brand.
A Modern, Bold and Welcoming Identity
The difference between the old and new visual identity is stark and intentional:
From Generic to Distinctive: The original logo likely blended in with other garden centers. The new logo is designed to stand out. It’s unique, memorable, and possesses a clear personality that helps Horticola cut through the noise.
From Outdated to Contemporary: The rebrand sheds any dated aesthetics, embracing a visual language that speaks directly to today’s consumer while maintaining timeless appeal.
From Functional to Inspirational: While the old logo might have simply stated “we sell plants,” the new logo aims to inspire. It evokes the joy of gardening, the beauty of nature, and the sense of community found at Horticola.
Enhanced Brand Perception: The refreshed identity elevates Horticola Garden’s perceived value and professionalism. It suggests a forward-thinking business that is attuned to design and customer experience, inviting a new level of trust and engagement.
Versatility and Adaptability: A key difference lies in the new logo’s versatility. It’s designed to perform well across all modern applications – from social media profiles and digital ads to signage, packaging, and merchandise – ensuring a consistent and strong brand presence everywhere. It’s a strategic move to reposition the brand for future growth, making it more attractive, memorable, and relevant to a broader audience while honoring its roots.
Voice & Personality
Horticola is a modern gardening brand that blends professionalism with a natural, grounded approach to growth—both in plants and in people. Positioned at the intersection of tradition and innovation, the brand speaks confidently to a wide audience of passionate growers, from seasoned farmers to ambitious home gardeners.
Horticola’s identity is rooted in simplicity, realism, and trust. It stands apart through a tone that is warm yet precise, friendly without losing authority, and accessible while maintaining a sense of exclusivity. The brand doesn’t shout—it connects. It avoids jargon, favors clarity, and communicates with a style that feels both familiar and contemporary.
The visual and verbal identity leans into natural colors, straightforward design, and honest messaging. Horticola doesn’t chase trends—it cultivates a strong, lasting presence with a personality that balances masculine and feminine energy, professionalism and approachability.
Brand Guidelines
Usage & Applications
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