G.Baldwin & Co is London’s oldest and most established herbalist. Founded in 1844, the company has evolved alongside the expanding health food market, whilst retaining the nostalgia, quality and values it was built on.

Grey Matter has worked with G.Baldwin & Co to design and produce the past two issues of their company catalogue, which is available in print and online.
The company approached us after being impressed by our own heritage and in depth knowledge of catalogue design.

After we designed the 2019/20 edition, we were delighted to receive the commission for the 2020/21 catalogue. As the shop had remained closed for several months during 2020 due to the pandemic, the new catalogue was an important mechanism to reach out to customers locally, throughout the UK, and internationally.

Across 112 pages, we showcased 1300 products, using traditional botanical imagery and a gentle, clean colour palette.

The company was able to share some market research with us this year, which enabled us to refine the style and the pagination to create a better flow of information for the reader. We lightened up the colour palette, introduced an illustrative style and updated the typography to suit the needs of the older and primarily female audience group that G.Baldwin & Co wanted to target.

We also provided product photography to showcase the company’s own range of ‘Synergy’ products in the catalogue.

In line with G.Baldwin & Co’s ‘100% Carbon Neutral’ status, we recommended an uncoated,  sustainably sourced stock to print the catalogues on from one of our trusted print providers.

The company continues to lead the way in the sale of natural products in the UK and beyond. We are delighted to have been part of this for the past two years and look forward to creating many more beautiful catalogues for G.Baldwin & Co.

Company Director, Stephen Dagnell, said:

“We have worked with Grey Matter for the last two years, they have done a brilliant job of turning our partly formed ideas into a beautifully finished catalogue, I cannot recommend them highly enough.”