Garden glory
— Also for gardening
Garden Glory is a design-driven brand that challenges the conventional look of garden products. Their mission is to turn the ordinary and functional into something beautiful, personal, and inspiring. With this brand movie, they want to invite people into the world of Garden Glory.
Not only gorgeous, also for gardening.
My Role
As the sole Art Director, I am in charge of shaping the entire visual world of Garden Glory. I manage the brand's aesthetic end-to-end—crafting all visual assets, copywriting, newsletters, social media, and website —while also contributing to product development.
Team: Cornelia Engholm, Linda Brattlöf, Emma Dellton, Jonatan Fernström, Calle Österberg, Erik Skoglund, Jonas Brattlöf
Elevating the
Garden Hose Bag
Originally, our hose bags were handmade in our Gothenburg warehouse, only to be cut open and thrown away by the customer. When I joined Garden Glory, a new version was being prototyped in paper—which didn't feel premium enough.
I wanted to turn this temporary packaging into something valuable. By changing the material and refining the design, we transformed it to a multi-functional faux leather product—just like a real bag. The updated Garden Hose Bag is no longer just for transport; it functions as a premium storage solution for the hose itself—built to last, be reused, and be proudly displayed.
My role:
I designed and developed the updated physical version of the Garden Hose Bag and built the "New Year, New Me" creative concept from scratch. Handling both ends of the creative spectrum, I wrote all campaign copy and took full charge of the visual execution—which included creating the set design, styling the environment, and executing the photography. I finalized the campaign and all its digital touchpoints, ensuring a seamless connection between product design and rollout.
Traditional New Year resolutions are driven by strict rules, but Garden Glory wanted to celebrate freedom and individuality without judgment. "New Year, New Me" reframes the classic mantra into an inclusive campaign about renewal through choice. This idea perfectly mirrors the launch of the updated, elevated version of the iconic Garden Hose Bag. Built on the duality of "Do this. Or don’t," the campaign shows that a new year isn’t about complete transformation—it’s simply about thoughtfully improving what you already have.
NEW YEAR, 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.
Garden Glory Lookbook
A curated lookbook designed to showcase Garden Glory’s collections through a high-fashion lens. Blurring the lines between outdoor utility and contemporary style, the lookbook serves as a premium visual story, capturing the brand's bold attitude and elevated aesthetic.
My role
I was responsible for the complete visual execution of Garden Glory’s lookbook and business cards, developed for the brand's exhibition. For the lookbook, my work encompassed everything from creative direction and editorial layout design to the curation of imagery. I also created product sketches for upcoming releases, visualizing and integrating future products into the lookbook before they physically existed. Alongside this, I conceptualized and designed the custom business cards from scratch—crafting unique illustrations and driving the initial idea all the way to finalized print.
I am responsible for managing and updating our website, ensuring the digital storefront stays visually fresh, on-brand, and seamlessly aligned with our latest product launches.