Helping Durstons grow a stronger brand 🌱

For over 30 years, Durstons has been manufacturing compost and growing media products from their family-run farm in Somerset. With a respected reputation in garden centres, DIY stores, and supermarkets, the business could easily have rested on its heritage. But the compost market is changing fast — and Durstons wanted to grow their share of it.

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Durstons

See the difference with Durstons

A complete brand refresh, from logo to packaging & website, with a supporting launch campaign to grow sales and boost brand standout.

Brand identity Brand strategy Campaigns Design work Guidelines Packaging UI UX Websites & Apps

Understanding the roots of the opportunity

With successful product sales and an established name in the market, the Durstons team wanted to seize the moment and plant the seeds for a bigger, brighter future. But they were facing a number of challenges.

• There was a lot of uncertainty around peat-free products. At one point a peat ban looked likely so manufacturers, retailers and consumers started preparing… then it all went quiet.
• But not before some peat-free alternative composts were rushed to market. Unsurprisingly they underperformed, leaving gardeners sceptical.
• Durstons had undertaken independent trials of their peat-free composts, proving that they outperformed the competitors – and even some peat-based composts.
• Over the years, Durstons had developed a number of sub-brands to capitalise on opportunities, but now those brands were diluting their message and confusing the offer.

Cultivating a brand for the future

At FutureKings, we started by working closely with the Durstons team to understand their market, customers and competitors. From there, we set out to create clarity, confidence and distinctiveness in the brand.

✨ Brand architecture

We streamlined multiple sub-brands into three clearly defined ranges, each targeting a different customer segment:

• Advanced – premium, high-performance peat-free composts.
• Traditional – tried-and-trusted peat-based products.
• Everyday – value-led composts for casual gardeners.

✨ Brand platform

We built on Durstons’ strong heritage, emphasising their history of quality and trust, while refreshing their story around innovation, performance and expertise. Our Organising Idea — See the difference with Durstons — summed it up perfectly.

✨ Visual identity & packaging

We created a bold new look that blossomed in a sea of sameness. Distinctive design assets and a clear colour palette helped strengthen recognition across ranges and segments.

✨ Digital presence

We redesigned the Durstons website to make it easier for retailers and consumers to explore products and place orders quickly. And provided the social team and influencers with the tools to help promote the new brand and ranges.

✨ Campaign launch

The new brand and product ranges were unveiled at GLEE, the UK’s leading garden retail event. We supported the launch with targeted campaigns, refreshed collateral, and sales support to help the Durstons team engage both existing and new customers.

See the difference with Durstons

Durstons now has a highly distinctive brand that reflects their heritage, showcases their innovation and makes it easier for customers to see the difference their products deliver.

It’s just the beginning — but the new brand has given them the platform to lead the peat-free conversation, strengthen retail partnerships and grow sales in a competitive market. We can’t wait to keep growing with them.