Chapelwood, one of the UK's leading garden wildlife brands owned by The Scotts Miracle-Gro Company, briefed us to deliver a comprehensive brand development and packaging design programme based on consumer feedback. The project encompassed more than 100 product lines and packaging formats, creating a cohesive and highly recognisable retail presence across the entire range from food pouches to containers and animal feeders.
Our brief was to evolve the Chapelwood brand identity and enhance on-shelf visibility within a highly competitive garden retail environment. Following extensive market analysis and category review, we refined the Chapelwood logo and developed a distinctive visual identity that strengthened brand recognition while maintaining consumer trust and familiarity.
The new branding system was rolled out across an extensive product portfolio, including bird food bags, feeder sleeves, cartons, display packaging and point-of-sale materials, ensuring complete consistency across every customer touchpoint.
Consumer research revealed that customers preferred to see the bird food product before purchase. In response, we specified new foil packaging materials incorporating transparent product windows, allowing consumers to view the contents while maintaining product freshness and shelf appeal.
To create consistency across multiple packaging formats, we designed a flexible tubular window system that could be adapted and resized for different product sizes and pack configurations. This innovative approach ensured a unified packaging architecture across the entire Chapelwood range while simplifying future product launches.
HTDL sourced and curated all bird imagery used throughout the packaging range. Every image was professionally retouched to align with the new brand style, creating a premium and engaging visual experience for consumers.
The packaging was produced using high-quality flexographic printing, utilising a seven-colour process with specialist silver detailing and a white base layer to maximise colour vibrancy, shelf presence and brand differentiation.
The completed rebrand transformed Chapelwood's retail presence, delivering a modern, scalable packaging system capable of supporting future product development and category expansion. The result was a stronger, more consistent brand identity that improved shelf standout, enhanced consumer engagement and reinforced Chapelwood's position as a market leader in bird care, wildlife food and garden wildlife products.
