ing tools.

The
company has been in business
since 1961, and the brand can be found
in about 100 countries around the world.
Since the 1960s, Gardena products have
been perceived as the archetype of gardening
tools. Their design expressed
the company's brand values of the time.
Developed by Swiss designer Franco
Clivio, the design followed the philosophy
of the Ulm schooYs nonemotional and
democratic product design. Within a few
years, the successful brand grew a catalog
of over 2,000 items. Their functional form
language and colorway became recognizable
across the product range-from
irrigation to power tools, including
lawn care and heavy gardening tools.
In 2001, Gardena decided to internationalize
its brand and open itself to target
groups with a younger mindset. The
new design would need to create desire
for the product's intended consumer.
Goals
Factor Design was asked to develop a
packaging concept that could encompass
all Gardena products, from sealing rings
to big power lawn mowers. Since the
product is distributed in 100 countries,
the packaging had to communicat