Palmers Garden Centres
Overview
Established in 1911, Palmers Garden Centre is a family-run business that has earned a reputation in Leicestershire for quality plants, garden products, and an enjoyable day out for visitors.
As the business expanded across two locations, the team wanted to increase footfall and revenue while ensuring their brand communicated a consistent and compelling message. Without an in-house marketing function, they sought strategic guidance, a refreshed brand presence, and ongoing marketing support.
The Challenge
Operating in a highly competitive market, Palmers Garden Centre had several strengths — loyal customers, a long-standing reputation, and an established local presence — but these were not being communicated consistently or strategically.
The challenge was twofold:
Internal clarity – ensuring the team fully understood the brand values, mission and unique selling points.
External visibility – creating clear messaging and communications to attract new customers, increase footfall, and support revenue growth across both centres.
A cohesive brand identity, refreshed website, and marketing strategy were needed to strengthen Palmers’ position in the market.
The Strategy
The project began with a deep dive into the business, including workshops with the management team to:
Define the business’s positioning in a competitive garden centre market
Identify key USPs, mission, and values
Create clarity for the internal team to guide customer interactions and communications
This strategic foundation informed both the visual and verbal identity of the brand, ensuring every touchpoint reflected Palmers’ heritage, quality, and welcoming atmosphere.
The Solution
Based on the insights and strategy, a series of brand and marketing deliverables were developed:
Brand positioning document and refined brand guidelines
Re-written and re-designed website to better communicate Palmers’ offer and heritage
Print and digital design assets, including brochures, in-store signage, social media graphics, and campaign visuals
Ongoing website support and copywriting
Marketing strategy and consultancy to guide campaigns, promotions, and seasonal communications
These assets created a consistent, engaging brand presence that could be maintained both internally and externally, ensuring all marketing efforts aligned with the business’s goals.
The Outcome
The refreshed brand and website clearly communicate Palmers’ values, offerings, and unique position in the Leicestershire garden centre market.
The internal team now has a clear understanding of the brand, enabling more consistent customer interactions.
The combination of strategy, design, and ongoing marketing support has helped increase footfall and revenue at both locations, while positioning Palmers as a trusted, quality destination for garden products and experiences.
