An oasis of life

The challenge

What do you do when the plant has outgrown its pot? Plantorama, with 1 million annual visitors to its centers across Denmark, had outgrown their original strategy when our collaboration began. The more than 30-year-old family-owned business was no longer just a nursery or a plant center. So, what was it then?

Since 2017, we have been continuously assisting Plantorama in positioning the brand, developing the entire brand strategy, and designing a completely new category in Denmark. Plantorama has become a destination!

The idea

Early in the process Plantorama and AM chose a brand strategy that would propel them into the future and create a competitive advantage and position that wasn't based on price as the determining differentiator. We achieved this by thinking big in a not-so-Danish way. We developed a concept centered around immersive experiences for the whole family - Plantorama was to be thought of as a destination of grand family experiences.

Positioning Plantorama around the experience had significant implications for the centers' offerings to their customers, communication, layout, and products. The task was to create a coherent narrative that permeates the way employees provide service, the environment customers meet, navigate and explore, and the digital experience they receive. A unified experience of life across media and geography. From the restaurant, Restorama, to the playground, Spirestrup - from Amager to Aalborg.

The solution

Together, we created parts of the new business strategy, the full brand strategy, core narrative, a revitalization of the visual universe, and the tagline An oasis of live, to emphasize the experience of stepping into something greater. Life is at the core of Plantorama: home life, garden life, animal life, family life. Thus, "Life for life" is the engine that continually drives Plantorama's brand and our collaboration to develop the brand and experience in line with the brand strategy. Plants and lifes grow, and Plantorama's brand is created to grow with them.

We have unfolded Plantorama's oasis of life in concepts for the playground, restaurants, signage, layout, and, most importantly, we've created the two mascots, Gro and Liv, whom you meet both physically and digitally as a part of life at Plantorama.

We continue to collaborate with Plantorama and look forward to you experiencing the next sprouting idea in full bloom in the oases around Denmark.