Selected Work
NEW YEAR NEW ME
Background
The New Year is traditionally associated with expectations, resolutions and the idea of becoming a better, newer version of yourself. At the same time, many people are increasingly tired of strict rules, perfectionism and prescriptive ideas of what self-improvement should look like.
Garden Glory enters this moment from a different perspective. Instead of promoting discipline or “right choices”, the brand celebrates freedom, individuality and personal expression —without judgement.
At the same time, Garden Glory is launching an updated version of its iconic Garden Hose Bag. More than a redesign, the update reflects the brand’s core philosophy: everyday objects, thoughtfully improved and elevated through design — made to last, to be reused and to be proudly displayed.
Concept: NEW YEAR, NEW ME
The concept plays with the familiar New Year mantra “New year, new me”, but reframes it in a relaxed, self-aware and inclusive way. Rather than focusing on what people should change, the concept centres around renewal through choice. A new year doesn’t require a complete transformation — sometimes it’s simply about updating what you already have.
This idea mirrors the product launch itself: a refined, improved version of something familiar. Each message is built on a simple duality: Do this. Or don’t. There is no right or wrong way to be “new me”.
Trade fair
Trade shows are fast-paced, and with hundreds of brands competing for attention, being remembered is the ultimate goal. To ensure Garden Glory stays top-of-mind, we treat every touchpoint as an opportunity to disrupt.
The Die-Cut Business Cards
Designed to break the mold. Instead of traditional rectangles, these business cards are custom die-cut to mirror the silhouettes of our unique products. It’s a tactile, unexpected detail crafted to spark immediate brand recognition and ensure we stand out in a stack.
Lookbook
Designed to both showcase and inspire, the seasonal lookbook brings the entire Garden Glory assortment to life.
