Premium plant brand Monrovia awarded the opportunity to develop a launch campaign that would introduce their Grow Beautifully tagline, and bring the new articulation to life.
Our visual direction drew on classic horticultural cues like pressed plants and botanical diagrammatic drawings, and showcased the superior Monrovia quality through detail and specificity – each plant we showed became a living work of art.
We played off traditional Latin naming convention that the Scientific community has used since the 18th century, offering “faux-thentic” labels that celebrated the strengths, benefits and beauty of each plant.
Then we visited Monrovia’s central California growing facility, and created a field-to-home story that would appeal to their target audience.
Gardeners reacted very well to the campaign, which significantly outpaced previous benchmarks for effectiveness and efficiency.
