Haws Watering Cans, founded in London in 1886, is the world’s oldest watering can manufacturer. The company’s current visual identity was created by the London design agency Together Design as part of a comprehensive brand refresh completed around 2020.
Design and History
Together Design led a complete brand refresh for Haws, repositioning the company at the top of the market and engaging a new generation of gardeners alongside seasoned horticulturalists. The project was prompted by increased competition and the explosion of the houseplant market, which required Haws to refresh its brand and reframe its unique story.[1]
As part of the refresh, Together Design created a new logo, packaging, messaging, image library and brand guidelines.[2] The team skillfully redrew the logo and seal to reflect the brand’s early heritage while breathing new energy into the identity.[3]
The rebrand was recognized with The Dieline’s Rebrand of the Year award in 2020, as well as a Design Week award and a D&AD Award.[2]
Meaning and Symbolism
The Haws logo draws on the heritage and craftsmanship of the brand and revitalizes it in a contemporary light. Making clear references to nature, the logo features branches of hawthorn, a leaf-shaped swash and an organic crossbar.[4]
The wordmark includes a delicate leaf swash in the “W” and an arched bar in the “A” that resembles a stem, making elegant references to nature and gardening.[4]
On the packaging, the logo appears front and center in a rich sea green against simple brown cardboard boxes.[3]
Typography and Design
The Haws wordmark utilizes a striking font that gives the packaging its identity, with the logo placed front and center in a rich sea green.[3] The packaging illustrations were inspired by early patent drawings and are shown at full scale, so the illustrations on the outside of the pack perfectly reflect the product within the box.[3]
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