Female-founded creative studio One Good Reason has partnered with heritage gardening brand Unwins to redesign its wildflower seed range, turning a functional product into an inviting, emotionally resonant experience for a new generation of gardeners.
Founded in 1903, Unwins has long been a trusted name in British horticulture, helping generations of gardeners grow with confidence. But as the UK has lost an estimated 97% of its wildflower meadows, the challenge today is not just about what people plant, but whether they feel able to begin at all. Set within the brand’s wider Pollinator Pledge, (a campaign encouraging gardeners to boost local ecosystems by sowing seed blends that support bees and butterflies) the redesign aims to make biodiversity feel accessible, everyday, and achievable, from city balconies to suburban gardens.
At its core, the project is about reframing perception, taking gardening from something seen as instructional or expert-led, to something open, intuitive, and easy to begin. Restoring biodiversity won’t come from specialists alone, it comes from more people simply deciding to plant something.
The seed category however has become crowded, overly instructional, and visually overwhelming making gardening feel like something you need expertise to do.
“One of the biggest barriers wasn’t access, it was confidence,” says Debbie Gandee, Founder and Managing Director at One Good Reason. “We wanted to shift the feeling from ‘this looks complicated’ to ‘I could have a go at that.’”
The studio looked to gardeners themselves, specifically the tradition of keeping personal journals where planting journeys are documented over time. This led to a simple but distinctive idea: reimagine the seed packet as a Garden Journal. The result is a tactile, book-like format that reframes the product as a companion, something that supports, guides, and evolves with the user, something you grow with over time, not something you use once and put away.
In a category dominated by photography, One Good Reason introduced a fully illustrated world; abundant, layered, and slightly unruly, echoing how wildflowers actually grow.
Pollinators are subtly hidden within the artwork, rewarding curiosity and reinforcing the ecological story at the heart of the product. A vibrant, intentionally clashing colour palette reflects the diversity of the seed mixes, creating a system that feels optimistic, expressive, and alive. The redesign balances this new sense of emotion and discovery with Unwins’ established equity, retaining its authority while stripping away visual clutter.

“This isn’t just another box of seeds” says Hayley Barrett, Executive Creative Director and Co-owner of One Good Reason “it’s a design where graphics and structure work hand in hand to create that smile-in-the-mind idea, grabs peoples attention, and hopefully get them sowing”
The new range launches across 500 retailers, from specialist UK garden centres to Amazon and major UK retailers including Tesco, Ocado, Wickes and Lidl, bringing pollinator-friendly planting into everyday spaces and routines.
“The redesign is a breath of fresh air and perfect to house our meticulously curated seed blends designed to support a diverse range of pollinators,” says Arty Speroni, Brand Manager, Seed Division at Westland Horticulture.
An accompanying influencer programme further amplifies the launch, encouraging families, children, and first-time gardeners to engage with planting in a more approachable, intuitive way.