Sakata Seed – Super Cal Petunias
Hybrid flower Super-Cal is anything but average.
With the big bloom of petunia and the iridescent colors of calibrachoa, Super-Cal is both visually stunning and virtually indestructible, able to withstand hot or cold and rain or shine. So when Super-Cal’s breeding company, Sakata Seed, came to us to evolve the identity of their all-weather petunia and more effectively communicate its features, we knew the roots would grow from power and punch.
SERVICES: brand messaging / visual identity / point of sale
Before bringing BatesMeron to the table, Sakata Seed’s in-house team concepted an initial logo that was loud and bright, yet lacking in originality and spark. Beginning with paper and pencil, we used that existing logo as a jumping off point to draw up an entirely new one that would turn heads in retail aisles.
This new identity for Super-Cal was inspired by the plant’s tough yet beautiful nature. We started with the messaging, declaring the plant Unstoppable Super-Cal with a new name and using the tagline “Pretty Tough” as a hint at its all-weather performance. With custom illustrations, we transformed the logo into a Super-Cal badge, a symbol of promise and confidence.
Simplifying the color palette, we drew further inspiration from the original Super-Cal logo colors of hot pink, warm yellow and royal purple. Pulled back to only the yellow and purple, the new palette created a more cohesive and bold tone, sure to be memorable on the shelf.
To build on this more identifiable and livelier look, we also added dimension through layers and background patterns.
To build on this more identifiable and livelier look, we also added dimension through layers and background patterns.
The resulting logo is a striking crest, a promise of bright blooms as vigorous as they are beautiful. Rolled out onto point of sale end caps, signage and tags, Super-Cal retail displays captured curiosity and excited the masses about the features, benefits and power of these mighty petunias.
The evolved identity brought energy and life into the brand, emphasizing the unstoppable qualities of Super-Cal and ensuring their introduction to market was nothing short of noteworthy.
“BatesMeron has completed two different brands for my company and both have been knock-outs. Each has positioned our firm well; we get tons of compliments on how perfect the logo, tagline, colors and overall design reflect on our company. BatesMeron has a consistent and effective process for developing your brand. You are in good hands with them.”
