Mad About Land was created to explore the opportunity for functional gardenwear, as COVID led to a boom in gardening. No more tatty old jumpers to wear for pottering round the garden; the brand was created to look as good in the garden or the pub.

Created from the heritage and ethos of Madresfield; a regenerative farm and estate held in one family for over 900 years, a cornerstone of the arts & crafts movement and the belief that wherever nature works, there will be beauty. This ethos was translated into a brand identity system explored across print, digital, product and social.

Social content pillars tapped into the authority of the origin story. Madresfield’s regenerative ethos was captured throughout the seasons, creating visual storytelling across social media.

The brand’s partnership with the RHS led to an experiential brand launch in the heart of Manchester’s Urban Show, activating the brand’s core principle – no matter what land you have, you can turn it into something beautiful.