Pflanzen Mauk  —  2023

Where design
blooms and the
brand grows.

Branding
Infos

Client
Pflanzen Mauk


Industry
Garden Center


Services
Corporate Design
Brand Relaunch

 

What started over 150 years ago as a vegetable-growing operation in Lauffen am Neckar is now Germany's largest experience garden center, spanning over 6,500 square meters, including a greenhouse, leisure park, and restaurant café for the whole family. Throughout the long company history, two things have remained constant: It is still a family-run business at its Lauffen location. Otherwise, much has changed at Mauk Garden Center over the years, driven by the leadership of Birgit and Alexander Mayer, with many expansions and area upgrades visibly noticeable to visitors.

Since spring 2024, the newly redesigned entrance hall now features the brand-new Mauk logo. The 'M' with the cut-out plant is the striking key visual of the first comprehensive corporate design relaunch of the garden center—planted and nurtured by Hochburg. The task was to elevate Pflanzen Mauk to a new level—as the top front of the garden center industry. This required a clear, emotional brand image for both the physical and digital presence. The Hochburg set box was sown in the design lab, and the individual parts were harvested.

Brand DNA
Brand DNA

The new visual ecosystem of Mauk.

The logo conveys the friendly, family-like atmosphere of the business—tangible, approachable, inviting, embracing, supported by a cool and striking tone. Under the aesthetic concept "my beautiful wild garden," this theme runs through the entire corporate design, from the flowing typography to the color palette and illustrations. Straight lines were avoided to allow controlled, organic growth to flourish. No edges or corners, but rather charming shapes and curves dominate the visual concept.

Various design elements and visual worlds lovingly convey the theme and the associated joy of gardening. The new brand world strikes a balance between a charming DIY culture and a large-scale center. More colorful, soft nature and fewer harsh, gray stone gabions—easy to digest, quickly understood, and trustworthy for all age groups.

Digital Bloom: Mauk’s Brand Growth on Social Media.

In the age of digitalization, Mauk Garden Center has carefully cultivated its presence on social media to reach a diverse audience. The core of its social media presence reflects the fresh and inviting design of the garden center.

With vibrant images and interactive content, Mauk transforms its online platforms into flourishing community gardens where gardening enthusiasts can exchange ideas and find inspiration. Every post, video, and campaign is carefully designed to nurture a sense of belonging and the familiar atmosphere that defines the company. Regular updates on new plant arrangements, design tips, and exclusive offers deepen brand loyalty and create a lively community feeling.

Communication

The seed box was sown in the design lab, and the individual parts were harvested.

At the end, the harvest was ready, meaning: Everything comes together for all communication tools. And these are needed in large quantities in a garden center: daily offers, a promotion here, a POS stand there, fresh teamwear elsewhere. In the future, Mauk also plans to sell its own products. Let’s go to Mauk for a more beautiful garden.

Future in Full Bloom: The Mauk Garden Center Shapes Tomorrow.

With deeply rooted history and a fresh look towards the future, Mauk Garden Center has undergone an impressive transformation. The careful reinterpretation of its design and its innovative presence on social media have succeeded in building a bridge between traditional garden centers and modern aesthetics.

Visitors to the garden center, both online and in-person, can experience a diverse, welcoming environment that touches the senses and fosters community. With every step towards the future, Mauk Garden Center stays true to its philosophy: quality, community, and a deep love of nature are the pillars upon which its thriving business rests. Thus, the garden center is not just a place to shop but a space for experience and inspiration.