Doff Portland: growing share in lawn & pest control

Doff Portland, a leading UK manufacturer of insecticides, weed killers and garden care products, has undergone a major rebrand as part of its strategy to grow its share of the residential lawn and pest control market.

Heading up the brand overhaul is a new-look logo, which will feature on all 150 products that will continue to be manufactured in the firm’s Nottingham factory, where the items have been formulated for its entire 65 year history.

The new look branding is extremely crisp and bright, enabling it to stand out against competitive items. Each product has been carefully designed with the packaging style and artwork design at the forefront. Innovative design and stand-out features have been a key focus for the development of the Doff brand, while the use of icons and strap lines help bring the designs up to date.

Having been acquired by 151 Products in December 2012, the two like-minded companies set out to make an already outstanding brand more modern to demonstrate its contemporary appeal to the DIY, garden centre and multiple grocery retail market.

Amanda Lewis, marketing manager at 151 Products, who oversaw the rebrand, said: “The brand’s fresh look will strengthen its on-shelf appeal, which we hope will attract retailers who are looking for smart, contemporary lines to fill their shelves. Special attention has been made to ensure ease of merchandising, as we appreciate the importance of this for busy store managers.

“Mixing fresh, bright colours on the packaging allows the products to stand out against competitive items, bringing the brand up-to-date and propelling Doff Portland to the forefront of the garden care industry.”

Doff Portland’s extensive range of plant feed, lawn care and control products has been divided into a variety of easily identifiable categories with retailers in mind. The colour-coded categories, ranging from rodent control and ready-to-use weed killers, makes Doff Portland’s products the easy answer to all gardening problems. The addition of clear usable instructions, which are provided with each product, will also offer the consumer an improved user experience.

Lewis said: “The clear messaging on the packaging makes it easier for consumers to make informed choices for the products they need. It gives them a more precise understanding of what the products are for and how to use them to create and maintain the garden they want.

“The brand has received a fantastic response and will be stocked in an increasing number of garden centres, as well as large and small format multiple retailers.”

The rebrand marks a significant step for both Doff Portland and 151 Products, at an early stage of the pair’s three year strategy, which is set to see many more advances in design, packaging and product innovation.