Green background with the logo of O.M. Scott & Sons, a white oval outline with the company's name inside.
A pug dog wearing a red vest playing in a grassy lawn, getting wet with water, with the text 'live you lawn' overlaid.
Four bags of grass seed products lying on green grass, with the bags branded as O.M. Scott & Sons, featuring various sizes and labels indicating recyclable, no pesticides, quality, and safety.
Logo for O.M. Scott & Sons with green text on a light background.
A group of four people having fun outdoors in a backyard, playing with bocce balls, with one woman celebrating enthusiastically, a man holding bocce balls, a young boy holding a yellow bocce ball, and another boy holding green bocce balls, during day

O.M. Scott & Sons | New Brand Creation & Packaging Design

A modern classic for the next generation.

Lawn and garden industry leader ScottsMiracle-Gro can arguably take credit for inventing the American “lawn” as we have come to know it. With roots and heritage stemming back to the inception of an industry they themselves created, it’s no secret that a focus on innovation and progression are core values that have kept SMG brands on top since 1868.

In this spirit, long-time client partner Scotts tapped HiFi to assist in developing a new line of products designed to meet the needs of a newly emerging segment of “yarders.” To them, safety, sustainability, and convenience are top of mind. They worry less about how their lawns look and focus on the good times had and memories made in their unique green spaces.

To sow the lawns of the future, seed with heritage and roots. Sprinkle with fresh attitude. Sit back, and watch it grow.

O.M Scott & Sons – For those who go hard on their yards.

  • Positioning

    Branding

    Tone of Voice

    Copywriting

    Packaging Design

    Photography Art Direction

    E-Commerce Direction

    Social Media Direction

    Branded Premiums

  • Develop the brand identity, market positioning, and packaging design to introduce SMG's new line of seeds and fertilizers to its next generation of consumers. Provide the market segment with clearly defined products that resonate emotionally and establish the future direction of the lawn care industry.

  • The evolved shopper isn’t loyal to any single brand in the category, but still shops with the aspirational goal of keeping their outdoor space healthy for entertaining and family enjoyment. They are aware of the Scotts brand, but not aware of what it stands for - or the history surrounding its rise to prominence. To connect, we leveraged the rich 150 year history and values of the founder of the company itself, Orlando McLean Scott. 

  • Feature in Brand New

  • Creative Direction - Paul Demyanovich

    Design & Illustration - Frank Castaldi

    Design - David Ungs

    Photography - The Nomadic Circle

    SMG Team - Mark Field, Matt Groves, Brian Schmitt

Three bags of grass seed on grass, with the bags labeled 'O.M. Scott & Son Grass Seed,' 'Tall Rescue Blend,' and '3 in 1 mix' that grows dense grass to crowd out weeds.

“This is an enjoyable, easy-to-digest, feel-good brand and identity that makes lawn care far more entertaining and engaging than previously imaginable.”

— Armin, Brand New

Logo for O.M. Scott & Sons featuring the brand name in red text on a cream background.

“The logo has a fun, crude-on-purpose style that looks like it could have been hand-drawn by O.M. himself or an early descendant AND then updated in the 1950s. The clunky oval, the monothickness script, and the condensed sans serif all add up to a charming, Americana-esque logo..”

— Armin, Brand New

Orlando McLean Scott

O. M. Scott & Sons Co. logo
Black and white photo of a bearded man with white hair making a 'call me' gesture with his hand.
Open binder with two pages of vintage newspaper or magazine articles about lawn care, including tips on weed management and a drawing of a broad-leaved plant.
A vintage pamphlet for free lawn care bulletins published by O.M. Scott & Sons Company, Marysville, Ohio. The pamphlet includes a list of lawn care topics and issues, subscription details, and a mailing form.
Person mowing a grassy lawn with a push lawn mower.

The original mail order catalog served as a wealth of inspiration for graphic, typographic, and illustration styles.

To grow the lawn care brand of the future, inspiration was drawn from the past and O.M. Scott himself. Turns out, he was a pretty righteous dude.

Person pouring bagged topsoil into a green garden bed frame outdoors during daytime.
Man in a green striped polo shirt and navy shorts holding a football outdoors on grass, wearing a white cap backward, standing barefoot.
A woman with long dark hair sits outdoors on a blue striped lawn chair, wearing a crocheted beige top, large tinted sunglasses, and three layered sun visors. She is smiling and relaxing on a sunny day, with greenery and sunlight in the background.
Two bags of grass seed on a wooden surface, with one bag in focus and the other slightly blurred. The bags are labeled for planting grass and are made of brown paper with green and blue accents.

Backed by over 100 years of research, testing, and product development, we were uniquely positioned to bring the O.M. Scott & Sons brand to life.

Matt Koch – Director of Biotechnology, Genetics, and Seed at ScottsMiracle-Gro

A hand holding a crumpled paper bag near a blue recycling bin outdoors, with several closed recycling bins in the background.
Green paper bag with a white recycling symbol and the text "100% curbside recyclable bag."
Orange background with a white heart outline containing a child's handprint and a pet paw print, with the text "Kid & Pet Friendly" underneath.
A bulldog sitting on a blue and green striped lawn chair outdoors.

“A 100% curbside recyclable bag is a big deal, and a huge achievement for this product sector. It means there’s no nasty stuff in there that you don’t want your kid or dog’s bare feet on. It’s awesome that SMG is committed, aware, and excited about sustainability moving forward.”

Paul Demyanovich - Founding Partner, HiFi Brands

A tablet displaying a website about lawn and garden products, resting among green grass blades.
A digital illustration of green sunflower seeds scattered on a black background, with detailed line work.
Instagram profile for OM Scott & Sons, a yard goat business with 48 posts and 5,468 followers, promoting restoring fun and American yard work, with a logo, a sticker that says 'Get it. Scott', and related yard work items on a wooden surface.
A bag of grass food for animals in a white wheelbarrow.
Illustration of a dog with a collar, walking over a textured surface.
Cloudy blue sky with scattered white clouds.
A color chart with eight squares arranged in four rows and two columns, each labeled with hex color codes.
A group of people enjoying a summer day outdoors. A smiling young girl with braids, wearing a colorful swimsuit, is holding a red popsicle. An adult man with tattoos, wearing pink swimming trunks and a white cap, is sitting on a lounge chair behind h
Line drawing of a person raking leaves with a dog walking nearby.
Illustration showing a person using a garden spreader, and a sprinkler watering a garden.
A woman and a young girl lying on grass, smiling, wearing sunglasses, with the woman wearing a cream knitted top and the girl in a pink striped dress.
Illustration of various lawn and garden tools and activities, including lawn mowing, raking, watering, weeding, and a dog in a yard.
Young boy wearing a blue striped t-shirt and shorts playing cornhole outdoors with an adult man in a green striped shirt, on a sunny day in a backyard with green trees and chairs.
A paper bag of grass seed, standing on grass.
Instruction sheet for Scotts grass seed, detailing steps for preparing the soil, applying seed, and overseeding an existing green space, with illustrations of lawn equipment and a table comparing seed spreader types and coverage rates.
Man wearing a white cap and T-shirt holding two large bags of grass seed outdoors.

“The Hifi team is best in class. They delivered creative quickly and on-brief. The design process was positive from start to finish.”

Matthew Groves - Brand Manager, ScottsMiracle-Gro

Illustration of a pile of grass seed with a few scattered around on a yellow background.
Line drawing of clover plants with multiple leaves and flowers on a plain background.
Illustration of a pile of grass seeds on a light green background.
Illustration of grass blades growing from soil.

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