Yellow develops new brand identity for Giardina
The MCH Group has commissioned the Basel-based creative agency Yellow to revamp Giardina’s brand and communications strategy. To mark its 25th anniversary in 2026, Europe’s leading garden exhibition will receive a new visual identity featuring graphic illustrations instead of photography.
Giardina is one of Europe's leading garden exhibitions and takes place annually at Messe Zürich. Its audience particularly appreciates the exquisite show gardens, which are designed by renowned experts in the fields of garden design and landscape architecture from Switzerland and abroad. In addition to private individuals, a broad spectrum of specialists from these sectors also come to find out about the latest developments.
The 2026 edition also marked the 25th anniversary of this popular event for life in the garden. For those responsible at MCH Exhibitions & Events, this was exactly the right time to modernize the brand with a fresh look for the coming years. A task with which they once again commissioned the strategic creative agency Yellow.
Graphic illustration instead of photography
A year ago, Yellow defined the basic elements of the Giardina brand, on the basis of which the agency has now further developed the communicative appearance. The visual identity combines two qualities: on the one hand, the brand conveys the high quality of the trade fair; on the other hand, the colorful illustration symbolizes the inspiring power of nature and the space for dreaming.
This is implemented in a new key visual that deliberately breaks with photography and focuses on graphic illustration: clear lines, bold colors, artistic reduction. The individual image elements are modular and can be used independently in different formats.
From trade fair communication to visitor advertising
Yellow was also responsible for designing the trade fair communication, the signage and the visitor advertising and information. The Basel-based creative agency designed a visual world that not only invites visitors to an exhibition of garden products and design solutions, but also transports them into their own personal garden world.
Responsible at MCH Exhibitions & Events: Ajas Kulici (Exhibition Director), Martina Honegger (Brand & Communications Manager), Adriatik Salihi (Brand & Communications Manager). Agency: Yellow, Basel.
More information: yellow.agency
