A brand strategy and activation for Australia’s largest gardening club

Branding Case Study
Client: The Diggers Club

Overview

The Diggers Club is one of Australia’s most recognised gardening organisations, known for its advocacy of heirloom seeds, sustainable gardening and productive home growing. With a large national membership base and a strong retail and garden centre presence, the organisation sits at the intersection of retail, education and community.

In a critical time of transformation to becoming a registered Social Enterprise, the club engaged Stake to develop a refreshed brand strategy that would strengthen its relevance with contemporary gardeners and environmentally aware community members, whilst respecting the heritage and loyalty of its long-standing membership community. The work required balancing commercial growth ambitions with the organisation’s strong values around sustainability, seed preservation and gardening culture.

Approach

Stake worked closely with the Diggers leadership team to clarify the brand’s role in modern Australian gardening culture and articulate a platform that could guide communications, retail experience and member engagement.

The strategy focused on reinforcing Diggers’ authority in productive gardening while expanding its appeal to a new generation of gardeners interested in sustainability, food growing and seasonal living.

Alongside the strategic platform, Stake supported the translation of the brand into practical touchpoints across retail, digital and member communications, ensuring the strategy could be implemented consistently across the organisation.

Deliverables

• Brand strategy and positioning

• Brand identity guidelines

• Messaging framework and narrative

• Custom illustrations

• In-store activation concepts for garden centres and retail environments

• Social media strategy and content direction

• Change transition support and internal rollout guidance