Costa Farms
The Challenge
For over 60 years, Costa Farms has provided major retailers with indoor, blooming, and perennial plants and expanded to become the number one grower of indoor plants in the U.S. The business’s short-term goals required strategizing and quick execution of brand awareness and an aggressive push-pull brand marketing strategy in order to expand the company from $700,000 in sales to $1 billion in two years.
The Scope
As the number one horticultural grower in the country, Costa Farms wanted to elevate their “white label” brand to a consumer-facing brand and launch a disruptive, bold campaign that supported both the corporate growth goals and brand marketing vision.
Designed while at Agency squid
The Solution
The goal was to create a consumer brand identity that captured the company vision, supported the brand pyramid, and connected with loyal and new consumers by being legible in retail and digital channels. From that, a launch campaign was concepted and produced to prove that Costa Farms grows and brings plants to everyone, regardless of growing experience, allowing self-expression within any interior space.
The Audience
After thorough investigation, we found four audience segmentations that Costa Farms can grow with, speak to, and support. Through data driven research we learned what guides their shopping behaviors, what experiences are important to them, their socioeconomic status, educational background, habits, media consumption and interests.
The Brand
Strategy
Our strategy began with defining the branding process, objectives, and expectations. We conducted an extensive competitor evaluation that helped define the “white space” we could own. Combining this with the collected data formed the brand vision, manifesto, and persona.
Identity
The brand identity needed to reflect the strategy, be ownable and recognizable, and communicate a secure and reputable organization – transcending fads and trends.
The shift in consumer behavior caused by the pandemic magnified the need to deeply research and acutely tune targeted audience segmentation. Through this research, we built a data-driven brand pyramid, position, and marketing strategy.
Through a strategic and purposeful rebrand, there is space for Costa Farms to lead the industry—both B2B and B2C.
Since launch of the website with the new brand systems and foundation in place, Costa Farms saw at 70% increase in sales.
Credits:
Account Director: Brent Marmo
Strategic Planning Director: Miles Marmo
Creative Director and Lead Designer: Tanya Jacobson
Designer and Producer: Braden Schlegel
Director of Photography: Chris Durr
Post Production: Collin Godspeed, Urbana Production
Color: Kellen Witschen, Urbana Production
Media Team: WOW Marketing
Website Development: Pixelsmith