Doff Portland rebrands to grow share of garden markets

Doff Portland has undergone a rebrand as part of its strategy to grow its share of the residential lawn and pest control market.
 
The rebrand includes a new logo, which will feature on all 150 products manufactured in the firm’s Nottingham factory of 65 years. 

The company was bought by 151 Products in December 2012.
 
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.

"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."