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Garden’s Need

Building an Indian Legacy Brand for the Next Decade

Industry : Home & Garden
Services : Brand Strategy, Brand Narrative, Brand Voice, Communication Framework

How we transformed a 49-year-oldmanufacturer into a purpose-led brand built for retailers, consumers, institutions and global partners.

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From “just a factory” to “creators of possibilities” for gardeners, retailers and urban spaces.

About Garden’s Need

Garden’s Need started in 1976 as Malhotra Plastics, pioneering printed MRPs and accessible plastic planters in India. Today, they operate India’s largest flowerpot manufacturing facility with over 5000 retailers and 3000+ SKUs - making gardening more affordable and accessible for homes, businesses and cities.

The Challenge

Despite their scale and legacy, Garden’s Need didn’t have a modern, unified brand story.
 

  • Known in trade, but not clearly positioned as a trusted consumer brand

  • Fragmented messaging across retail, D2C, corporate and institutional channels

  • Legacy of innovation and transparency not reflected in communication

  • No clearly defined tone of voice to guide teams and partners

  • Ambition to grow into D2C and international markets without diluting their roots

 

They needed a brand that matched the business they had already built.

Our Mandate At Nine58

Garden’s Need partnered with Nine58 to build a brand foundation that could scale - from local retailers to global partnerships - without losing its human, grounded character.

 

Services list 

  • Brand DNA & Narrative

  • Brand Vision & Positioning

  • Tone of Voice System

  • Stakeholder Communication Framework

  • Visual Direction

Brand DNA & Philosophy
 

  • We distilled the founders’ story into a clear belief:      

                          “Growing Together Purposefully.” 
     

  • This became the anchor for products, partnerships and communication.

Vision statement : 

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​To be India’s most trusted and preferred gardening brand, creating meaningful value for every space, partner and community we touch. 

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This framed Garden’s Need as a partner in growth, not just a planter manufacturer.

Building The Strategic Foundation

Positioning : From Planters To Partners In Growth

We positioned Garden’s Need as a “Partner in Growth” for retailers, gardeners, corporates and institutions.
 

Functional Foundations

  • Reliable products

  • Design-led utility

  • Innovative solutions

Emotional & Purpose Pillars

  • Champion of green living

  • Purposeful progress

  • Pride in Indian innovation

​Designing a Voice That Feels Humans, Not Corporate

We created a tone of voice that’s warm, trustworthy and modern - rooted in five core traits:

  • ​

  •  

Designing a Voice That Feels Humans, Not Corporate

We created a tone of voice that’s warm, trustworthy and modern - rooted in five core traits:

  • Aspirational, yet practical – inspiring greener spaces with realistic solutions

  • Proud, yet humble – confident in legacy, grateful to partners

  • Knowledgeable, yet approachable – expert, but never condescending

  • Honest, yet ambitious – transparent today, optimistic about tomorrow

  • Inspiring, yet simple – no jargon, no fluff, just clear guidance

  • Proud, yet humble – confident in legacy, grateful to partners

  • Aspirational, yet practical – inspiring greener spaces with realistic solutions

  • Knowledgeable, yet approachable – expert, but never condescending

  • Honest, yet ambitious – transparent today, optimistic about tomorrow

  • Inspiring, yet simple – no jargon, no fluff, just clear guidance

One Brand, Many Audiences

We translated the brand voice into practical guidelines for each key stakeholder.

Retail & Distributors

  • Focus: fair margins, reliable supply, transparent pricing

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  • Language:   “partner”, “together”, “mutual growth”

Consumers (D2C & Social)

  • Focus: making green living simple and accessible

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  • Language:  “home”, “family”, “grow”, “journey”, “trusted”

Corporate & Government Projects

  • Focus: scalable, compliant, impact-led solutions

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  • Language:“sustainable”, “scalable”, “community impact”

International Markets

  • Focus: Indian expertise, global standards

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  • Language:  “world-class”, “international quality”, “cultural bridge”

This ensured Garden’s Need could speak differently, yet consistently to everyone they serve.

This ensured Garden’s Need could speak differently, yet consistently to everyone they serve.

Visual Direction: Warm, Natural, Approachable

  • A natural, earthy color palette inspired by soil, foliage and terracotta

  • Clean, approachable typography for clarity and friendliness

  • Imagery featuring real people, plants and manufacturing to evoke trust and heritage

  • Logo direction rooted in growth, circularity and nature (stylised G+N with leaf/sprout cues, and open space to signify the potential for growth)

The New Logo

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The Font And Colors

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The Moodboard

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Impact

With a clear brand foundation, Garden’s Need now shows up as a modern, purpose-led Indian brand - trusted by retailers, attractive to consumers, relevant to institutions and ready for international partnerships.

  • Stronger narrative to support D2C, B2B and global expansion

  • A unified voice that internal teams and partners can actually use

  • A brand story that finally reflects five decades of innovation and trust

We helped Garden’s Need move from a legacy manufacturer to a purpose-driven partner in growth for everyone who loves greener spaces.

Want to build (or refresh) your brand story?  Talk to us nine58

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