Branding by Garden

We're Garden, rooted in strategy, driven by design, growing brands that shape how people think, feel and connect.

An independent global brand consultancy, we bring insight, strategy and creativity together to build brands that are relevant to people, distinctive in their markets and equipped for long-term growth. From research and positioning to identity, packaging, environments and digital, we treat every expression of a brand as one connected story, turning complex business challenges into brands people choose and remember.

We've spent 16 years working where people are on the move and open to being surprised, from ENOC in the UAE, which earned Superbrand status three years running, to roadside food, hospitality and convenience across Morocco and the UK.

Our starting point is that the forecourt of the future is built on the stop itself, the part of the experience a brand controls, with fuel and charging as one offer among several.

For Afriquia, we elevated their Oasis Cafe offering to somewhere people go to treat themselves, building a master brand with two formats that works across their sites at national scale. For Mini Brahim, we kept the affection people already had for a much-loved Moroccan convenience brand and brought it up to date through a character-led rebrand, with Mini Brahim for forecourt stores and Super Brahim for larger deli-style sites.

At Mollie's, the motel and diner in the UK, we created a flexible identity that has since travelled to Manchester city centre, and people choose it for the food and the welcome, with the charging bays on site almost beside the point.

Our thinking stays the same wherever the road leads, which is that a brand rooted in a place people choose to spend time in is the one they remember.

If you're planning for the future of your forecourts or roadside sites, talk to us about building a brand people choose to stop for.