CULTIVARIS – Branding, Marketing, Sub-brands
As veteran horticulture experts, the Cultivaris team saw a bright future in hemp—and they were perfectly positioned to lead the way as the legal hemp and cannabis industry was getting its footing.
As veteran horticulture experts, the Cultivaris team saw a bright future in hemp—and they were perfectly positioned to lead the way as the legal hemp and cannabis industry was getting its footing.
Cultivaris Origins
Derived from the Latin word Cultivars, meaning ‘cultivated variety’, the name Cultivaris is a play on words that proudly lets the horticulture world know the expertise of the team. Since 2006, BatesMeron has developed branding, messaging & positioning and marketing materials for Cultivaris as they brought new products and original concepts to fruition—and we were excited to start on this new adventure.
SERVICES: logo / branding / messaging & positioning / sub-brands / marketing materials / strategy
“When we went to trade events, it was easy to see how much the red stood out. The design, the impact, the distinctiveness and appeal of the brands that BatesMeron created allowed us to zoom to the top echelon of a very young industry that had a lot of turnover.”
“When we went to trade events, it was easy to see how much the red stood out. The design, the impact, the distinctiveness and appeal of the brands that BatesMeron created allowed us to zoom to the top echelon of a very young industry that had a lot of turnover.”
Cultivaris needed an updated look and feel to align with their new hemp-focused company, so we quickly got to work.
The Cultivaris team was clear: throw out any and all preconceived notions about the industry.
They didn’t want a logo that was too literal or too agricultural. And definitely no ivy or roses. In a sea of greenery and leaves, it was easy to get lost in a forest of echoic imagery.
Cultivaris needed an updated look and feel to align with their new hemp-focused company, so we quickly got to work.
The Cultivaris team was clear: throw out any and all preconceived notions about the industry.
They didn’t want a logo that was too literal or too agricultural. And definitely no ivy or roses. In a sea of greenery and leaves, it was easy to get lost in a forest of echoic imagery.
Our team leaned into the extensive technical expertise and experience of Cultivaris leadership, creating a design that was representative of the company’s services while still keeping firmly outside the box.
We kept their favorite part of their original brand, a striking red that stands out in a field of all-to-expected green.
A New Era of Airflow
Our team leaned into the extensive technical expertise and experience of Cultivaris leadership, creating a design that was representative of the company’s services while still keeping firmly outside the box.
We kept their favorite part of their original brand, a striking red that stands out in a field of all-to-expected green.
Growing Beyond Cultivaris
Sub-brands are not uncommon in the horticulture industry. Most plants brought to market are part of a larger recognized brand series, but they still need to be marketable on their own. A sub-brand acts as a vehicle to bring everything forward to consumers. Cultivaris now had a presence in both North America and Europe, and it was time to make a show in the hemp scene.
Growing Beyond Cultivaris
Sub-brands are not uncommon in the horticulture industry. Most plants brought to market are part of a larger recognized brand series, but they still need to be marketable on their own. A sub-brand acts as a vehicle to bring everything forward to consumers. Cultivaris now had a presence in both North America and Europe, and it was time to make a show in the hemp scene.
“The Cultivaris and BatesMeron teams identified several divisions within the industry. From B2B to B2C, each group of potential clients had different needs—and different communication preferences. Thus, several microbrands were born under the Cultivaris umbrella.”
“The Cultivaris and BatesMeron teams identified several divisions within the industry. From B2B to B2C, each group of potential clients had different needs—and different communication preferences. Thus, several microbrands were born under the Cultivaris umbrella.”
Labs was crafted to meet the needs of the more typical cannabis and hemp audiences. Using in vitro propagation protocols, Cultivaris was able to eliminate pathogens from plants and develop clean stock systems. Dietary supplement cultivators, plant specialists and cannabis enthusiasts may have been familiar with the industry, but they still needed an expert partner to help them navigate necessary certifications when buying young plants for their own needs.
Labs was crafted to meet the needs of the more typical cannabis and hemp audiences. Using in vitro propagation protocols, Cultivaris was able to eliminate pathogens from plants and develop clean stock systems. Dietary supplement cultivators, plant specialists and cannabis enthusiasts may have been familiar with the industry, but they still needed an expert partner to help them navigate necessary certifications when buying young plants for their own needs.
Naturals is the growing end of production. The team needed a sector of operations to take charge of producing what came from Labs, ensuring both retail customers and consumers receive high-quality products.
Naturals is the growing end of production. The team needed a sector of operations to take charge of producing what came from Labs, ensuring both retail customers and consumers receive high-quality products.
Botanicals represents the portion of operations dedicated to consumer products. Cultivaris Botanicals handles the production and distribution of clean stock young plants—including education and guidance for grower partners—and cannabinoid products. Using what was grown in Labs, matured in Naturals or a combination of both, the end-product is used for medicines, wellness and lifestyle products, cosmetics and more.
Botanicals represents the portion of operations dedicated to consumer products. Cultivaris Botanicals handles production and distribution of clean stock young plants—including education and guidance for grower partners—and cannabinoid products. Using what was grown in Labs, matured in Naturals or a combination of both, the end-product is used for medicines, wellness and lifestyle products, cosmetics and more.
“Having something very fresh and distinctive, we made a huge difference. By diversifying our messaging through divisions, we were able to have a very distinct pitch for different business areas while still harmonizing as a family.”
“Having something very fresh and distinctive, we made a huge difference. By diversifying our messaging through divisions, we were able to have a very distinct pitch for different business areas while still harmonizing as a family.”
As Cultivaris prioritizes experience, knowledge, objectivity, vision, access and execution in the horticulture world, our team has ensured they have the power of a solid brand behind them—whether they work with local or multi-national companies. Using the main Cultivaris brand as their guide, the additional sub-brands allow a unique mission and vision to resonate with a particular audience. From planting to cultivation and processes, Cultivaris ensures clients and consumers alike will have a product they can rely on—and that it will be anything but forgettable.
As Cultivaris prioritizes experience, knowledge, objectivity, vision, access and execution in the horticulture world, our team has ensured they have the power of a solid brand behind them—whether they work with local or multi-national companies. Using the main Cultivaris brand as their guide, the additional sub-brands allow a unique mission and vision to resonate with a particular audience. From planting to cultivation and processes, Cultivaris ensures clients and consumers alike will have a product they can rely on—and that it will be anything but forgettable.
“The BatesMeron creative team was able to take the clay of the logic and rationale of our brand and mold it into something customized for each division in a way that maintained the original brand integrity, while still offering a refreshed perspective.”
“The BatesMeron creative team was able to take the clay of the logic and rationale of our brand and mold it into something customized for each division in a way that maintained the original brand integrity, while still offering a refreshed perspective.”
