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Reeves 2011 REBRAND 100 > notable

Enterprise Rebrand
Country Base: Canada
Industry/Sector: Agriculture, Gardening
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Reeves Nursery is one of the oldest family-owned garden center operators in Canada. This is a very competitive segment, especially in the Greater Toronto Area (GTA), with a range of independent operators as well as larger retail chains. Reeves had been operating out of one location for almost eighty years.

Challenge
Reeves had not changed their brand identity since the 1980s, and was embarking on expansion with a new location in downtown Toronto. While there was loyal clientele in their original location, there was almost no awareness of the Reeves brand in Toronto, and a challenging competitive landscape with larger retailers who had Garden Center offerings.

Strategy
We developed a strategic plan incorporating category, consumer and employee research, rolling out the new Reeves brand to a new customer base. We designed a comprehensive and holistic experience to ensure consumers get the message at every opportunity. That included developing;
• Identity Toolkit
• Signage
• Stationery
• In-store POP
• Loyalty program
• Uniforms
• Experience design
• Consulting on choice of architects
• Marketing
• Packaging
The new visual identity system created bold differentiation and introduced new customers to the different offerings of the Reeves brand. The visual identity was created to be engaging, friendly, yet classical. We modified the Reeves pink and designed a full color palette. The Reeves pink stands out in a sea of green garden centers.

Result
Reeves rolled out its re-branded identity in 2010 across all consumer touch points. The rebranding received positive feedback and support with employees and clients, and an increase in loyalty program uptake. Reeves staked out a bold differentiation strategy articulated in a new brand experience that is dramatically increasing their customer base and sales growth.


Credits:

Client: Reeves Garden & Home - www.reevesnursery.ca
Director of Marketing: JD Reeves

Client: Hahn Smith Design - www.hahnsmithdesign.com
Creative Director: Nigel Smith
Strategic Director: Helen Kerr
Designers: Joe Sliveira, Fred Tan, Danielle Hitchcock


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