Mustard Seed

The challenge

A well-established UK landscaping company was experiencing growing pains.

After years of success in domestic garden design, they had expanded into commercial construction, operating both services under a single brand name. This created marketplace confusion, with potential clients unsure which division to approach. They needed a way to serve two distinct markets while maintaining their hard-earned reputation.

We helped Mustard Seed split their brands into three distinct identities. This was supported by a comprehensive digital ecosystem including three connected yet unique websites, a slick design system to ensure brand consistency, and tailored marketing materials designed to reach and resonate.

An inter-connected brand system

We developed an interconnected brand system that allowed each division to maintain its own identity while clearly belonging to the parent brand family.

The parent brand's identity was refined with a sophisticated monogram that could be adapted across all divisions. We created two distinct sub-brand treatments: "Gardens by" for the domestic division and "Spaces by" for the commercial arm, each maintaining the parent brand name as an endorsement.

Purposeful design choices

Every visual element was chosen with intention, creating a delicate balance between distinction and connection.

For the parent brand, we selected a refined black and white palette that spoke of timeless quality while allowing it to sit harmoniously with either division.

The domestic division's colours emerged from deep research into residential landscaping trends, incorporating natural greens and warm earth tones that immediately signalled expertise in garden design.

Meanwhile, the commercial division's palette was crafted through careful analysis of the construction sector, resulting in confident blues and architectural grays that commanded trust in large-scale projects.

This meticulous approach extended to typography, where we chose a family of fonts that could flex between welcoming and professional while maintaining perfect legibility across all applications.

Distinct yet connected digital spaces

The brand system came to life across three distinct yet connected digital spaces. Each website shared core design elements – typography, grid systems, and interaction patterns – while expressing its own personality through colour, imagery, and content structure.

The domestic site focused on rich imagery and inspiration, while the commercial site emphasised capabilities and case studies. The parent brand's site served as a sophisticated hub, clearly directing visitors to the appropriate division.

Visual language in practice

We created a comprehensive visual language that included custom iconography, photography guidelines, and graphic elements unique to each brand while maintaining family resemblance.

The domestic division's materials featured organic shapes and natural textures, while the commercial division employed more structured, architectural elements.

This systematic approach ensures consistency across all touch points while allowing each brand to speak authentically to its audience.

Building for the future

Since launching the new brand architecture, the Mustard Seed have experienced clear market differentiation while maintaining the strength of their established reputation.

The commercial division has secured several significant contracts with their new identity, while the domestic division has strengthened its position in the high-end residential market.