Gardena MicroCutting – Appropriate Designs for the Special Product Line

Gardena MicroCutting – Appropriate Designs for the Special Product Line

With the MicroCutting product line, Gardena addresses the ongoing trend of growing herbs and vegetables oneself, whether in the home garden or on the kitchen windowsill. For harvesting and generally cutting the self-cultivated plants, specific tools are required to avoid damaging them. The knives and scissors of the MicroCutting series are tailored to meet the different requirements of various plants. This ensures that the consumer has the right tool for every application.

For the packagings of the individual tools, it was necessary to develop appropriate designs. Gardena once again turned to our agency for this task. We have been working successfully with the company for many years.

Our Task

Our task was to design the MicroCutting product line from Gardena, taking into account the designs of the associated cutting devices. We were to develop new image concepts that:

– highlight the unique selling point of each tool,
– make the cohesion of all MicroCutting utensils clear, and
– harmonize with the existing Gardena image world.

The MicroCutting series includes five individual cutting tools and two sets. In total, this meant designing seven packagings, each individually and yet coordinated with each other and with Gardena’s extensive other range. Mastering this symbiosis was a great challenge for our creative department.

How We Proceeded

With the assignment, Gardena provided a detailed briefing that included the planned dimensions of the packaging as well as the logos, icons, and information to be integrated. Based on these specifications, we developed various concepts. For example, we used authentic food shots and modern illustrations, different ratios between the image of herbs and neutral background, and various arrangements of the icons. Afterwards, we presented the diverse variants to Gardena and discussed our suggestions.

These are the Final Packaging Designs for Gardena MicroCutting

We ultimately chose a classic concept with a modern character. On the simple, grayish background, the individual herbs stand out exceptionally well: The design appears almost three-dimensional. Moreover, the food shot convinces with its authenticity. It, along with the actual tool, which is completely exposed and thus visually and tactilely perceptible, is clearly the focus. This creates two essential effects:

1. The consumer immediately recognizes the purpose of each tool, aided by the distinctive white script of the product name.
2. The consumer is practically encouraged by the „practical“ design to pick up the tool and start harvesting right away, to enjoy the delicious natural ingredients in their own dishes.

The visually appealing embedded icons stylishly round off the packaging designs of the MicroCutting product series from Gardena, providing the consumer with the most important information compactly and clearly.