As spring blooms and thoughts turn to gardens, one U.K. startup is targeting a new audience with a consumer-facing brand -- that of the urban apartment dweller who loves flowers.
Kado, whose name and identity have been created by BETC London, is launching in Waitrose stores with an "easy-care outdoor flowers" brand, created for the amateur urban-dwelling gardener with a fear of garden centers and concern about not being very good with plants. The range comes in stylishly designed pots, hanging baskets and patio pots. The name "Kado" comes from a Japanese term for "the way of flowers."
"We worked closely with gardening amateurs to create the easiest to look after range of flowers available for outdoor spaces, selecting flowers that last longer and bloom brighter. They've been cared for nutritionally from day one in a patented, specially blended soil tailored to their individual needs. All you need to do is add water every couple of days and watch them thrive all season long," said Isabel Almiro do Vale, Kado marketing manager retail channel in a statement.
The brand launches with a campaign by BETC including posters with the caption "This is my garden," picturing urban dwellers holding their plant pots in their different outdoor spaces.