Digital brand relaunch for the largest tree nursery in Europe

About Lorberg - Tree culture since 1843

The in 1843 founded tree nursery Lorberg has developed into one of the leading tree nurseries in Germany and Europe in recent years. Lorberg's plants shape the projects of renowned landscape architects, they grow in public parks, accompany overland roads and design commercial buildings as well as private gardens.

The project start

At the beginning of 2015, the Lorberg tree nursery commissioned us with the redesign and implementation of the new company website including connection to the internal plant database.

The result

The result of the almost 18-month project phase is a unique, fully responsive internet presence including a plant catalogue. The number of master templates is 27, the user experience leaves nothing to be desired. Shortly after the launch, the first orders were received online and we managed to increase the traffic by ca. 300%.

  • Industry

  • Client

    H. Lorberg Baumschulerzeugnisse GmbH & Co. KG
  • Services

    Concept & Implementation E-Commerce Website
  • CMS

    TYPO3 v. 7.6
  • Features

    E-commerce Area / Multilingualism / Watch list / Quick findability of Products
  • Project period

    Feb 2015 - Sep 2016

The most important project objectives

  • Informing & advising commercial as well as private customers & architects
  • Informing business and marketing partners
  • Informing employees / applicants (jobs/career)
  • Increase customer loyalty
  • Sale of products (about 40.000 articles)
  • Sale of services

The homepage opens with a slideshow, followed by the categories of the plant catalogue. It continues with a text about the quality of Lorberg, which is unique in Europe. Further down the user sees the news & events as well as the worldwide references on a map. This is followed by the more than 170-year history, which is presented by a slider. Each page closes with the 3 locations of Lorbeg and the footer sitemap.


The clou at the bottom of the page: the 3 locations of Lorberg are shown at Hover as automated Google Maps screenshot - not as interactive map. This saves loading time and thus increases the performance of the website.

Google Maps Standorte GIF Animation

The USP of Lorberg is among other things the unique quality and service.


The location page opens with a strong visual background.


The Heart - The Plant Catalogue

The conception and technical development of the plant catalogue was the biggest challenge of the project. By means of a connection via a RESTful API, we dynamically retrieve the product data from Lorberg's merchandise management system.

The requirements for the plant catalogue were:

  • Simple and secure user guidance
  • Multilingualism
  • Easy and comprehensible order processing
  • Automatic inventory management
  • Dynamic and easily expandable templates, which allow to constantly display new features of the products (videos, FAQ's, different representations of the qualities etc.)

The Filter

The user has the possibility to filter the 40,000 plants by categories, genera, characteristics and prices. The filter is rounded off with an auto-completion of the search. 100% responsive and also an experience on smartphones.

Filter Pflanzenkatalog GIF Animation
Suchergebnisse Produkte GIF Animation

The search results

On the left side of the screen there is still the possibility to filter. On the right, the plants appear in a list view. The special feature of this page is that the user has the possibility to add plants to his watch list without having to enter the product detail page.

At the finish - the product page

There is a lot to discover on the product view: it starts with the pictures and continues with the quality selection of the plants, all dynamically generated from the merchandise management system of Lorberg. In the user's upper field of vision, Lorberg's recommendations and a large Call2Action for adding to the watch list are placed.

This is followed by the integration of a YouTube video and the FAQ database, categorized by type of plant. With scroll down the box with the price moves from top right to bottom left and is therefore always present in the user's field of vision.

Produktseite GIF Animation

The watch list

On the watch list, the user sees all the products he has previously saved. Here too, great importance was attached to simple user guidance (user experience). The orderer can decide whether to register or to request the plants directly as a guest.