A new house brand and pot design has been unveiled for the Star Roses and Plants brand, the umbrella brand over Star Roses/Conard-Pyle products. The house brand will be home to roses for which the company is an industry leader and will also include perennials and shrubs.
Plants will be displayed in a newly designed pot, featuring the widely recognized chartreuse color that the company uses in all of their marketing and branding efforts. The new pots will first be seen on the Knock Out and Drift rose lines.
“We are always working on ways to provide our customers, growers and garden retailers with superior genetics backed by innovative and consistent brand marketing,” says Steve Hutton, president and CEO of Star Roses and Plants/Conard-Pyle. “We are excited about this new brand — Star Roses and Plants — because it allows us to more effectively market our new, exciting lines of roses and plants.”
“Our goal is to provide retailers with the right tools to help them be more successful,” says Kyle McKean, director of marketing. “The chartreuse pot is as much an indicator of quality genetics to the consumer as the words ‘Knock Out.’ Carrying the chartreuse pot over from Knock Out roses to Drift roses and across other categories will leverage this to the benefit of our other great plants.”
The new brand is being rolled out to trade partners this summer and fall. Gardeners will start seeing the new marketing materials in 2013.
“The garden industry is an exciting business, and we are very fortunate to be able to adjust our marketing strategies to best meet the needs of our partners and customers,” says Hutton. “Our goal is simple — to bring great plants to the garden and have consumers asking for our products by name.”