Female-founded studio One Good Reason has redesigned Unwins’ wildflower seed range into a tactile Garden Journal format, encouraging confidence and accessibility in planting. Part of Unwins’ Pollinator Pledge, the illustrated, vibrant packs aim to make biodiversity intuitive and inviting, launching across 500 UK retailers to support pollinator-friendly gardening.
Heritage gardening brand Unwins, founded in 1903, has unveiled a striking redesign of its wildflower seed range in collaboration with female-founded creative studio One Good Reason. The project transforms a functional product into an emotionally resonant Garden Journal experience, reframing gardening as approachable, intuitive, and confidence-building for a new generation.
With the UK having lost an estimated 97% of its wildflower meadows, the redesign forms part of Unwins’ Pollinator Pledge, a campaign encouraging gardeners to sow seed blends that support bees and butterflies. The initiative seeks to make biodiversity feel achievable in everyday spaces, from city balconies to suburban gardens.
“One of the biggest barriers wasn’t access, it was confidence,” explains 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.’”
Inspired by the tradition of gardeners keeping personal journals, the studio reimagined the seed packet as a companion rather than a one-off product. The new book-like format is tactile and supportive, designed to evolve with the user over time. In a category dominated by photography, One Good Reason introduced a fully illustrated world—abundant, layered, and slightly unruly—echoing the way wildflowers grow. Hidden pollinators reward curiosity, while a vibrant, clashing colour palette reflects the diversity of seed mixes, balancing optimism and expressiveness with Unwins’ trusted authority.
“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, grab people’s attention, and hopefully get them sowing.”
The redesigned range launches across 500 retailers, including Tesco, Ocado, Wickes, Lidl, Amazon, and specialist garden centres. “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,” adds 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—making biodiversity not just a specialist pursuit, but an everyday act of care and creativity.
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