The Endless Summer brand from Bailey Nurseries will soon feature a new visual identity a decade after revolutionizing the shrub category with a branded reblooming hydrangea.
According to Endless Summer Brand and Business Development Manager Natalia Hamill, the new logo and brand mark provides a smooth transition from the existing logo, yet augments an understanding of what the brand is, especially for a new consumer.
“The new graphic icon and shifting from the Endless Summer Collection to Endless Summer Hydrangeas more clearly explains our offering to millennials and others learning about gardening,” Hamill says.
“We retained the iconic look of the established brand logo, while offering a fresh design that is more contemporary, easier to read, and relates better to current and future gardeners,” Hamill says. “This visual shift is in line with our product development objectives of breeding new hydrangeas that perform better in today’s marketplace and packaging them in a way that communicates easily.”
The new brand identity will be carried throughout all marketing communications including pots, tags, and print and digital materials. The transition will take effect starting January 2017 for all communications and marketing, but licensed growers will be able to continue working through their existing supply of tags and pots.