HORTICULTURAL PROFESSIONAL

December 8, 2016

Endless Summer® Updates Visual Identity

A more contemporary look for the industry leader in reblooming hydrangeas

St. Paul, MN (November 28, 2016) – A decade after revolutionizing the shrub category with a branded reblooming hydrangea, the Endless Summer® brand is introducing a new visual identity.

The new logo and brand mark provides a smooth transition from the existing logo, yet augments an understanding of what the brand is, especially for a new consumer. “The new graphic icon and shifting from the Endless Summer® Collection to Endless Summer® Hydrangeas more clearly explains our offering to Millennials and others learning about gardening,” said Brand and Business Development Manager Natalia Hamill.

“We retained the iconic look of the established brand logo, while offering a fresh design that is more contemporary, easier to read and relates better to current and future gardeners,” Hamill adds. “This visual shift is in line with our product development objectives of breeding new hydrangeas that perform better in today’s marketplace and packaging them in a way that communicates easily.”

This new brand identity will be carried throughout all marketing communications including pots, tags, and print and digital materials. The transition will take effect starting January 2017 for all communications and marketing, but licensed growers will be able to continue working through their existing supply of tags and pots.

To download digital files of the new logo, pot or tags, please click here: http://bit.ly/2eYzNAY.

###
November 9, 2016

2017 Hardiness Zone Changes

After an examination of sales figures and in-ground research, the Minnesota Department of Agriculture (MDA) has updated the hardiness zones for a multitude of trees, shrubs and perennials, including some from the First Editions® Collection. A Minnesota Nursery and Landscape Association Committee comprised of leaders from different market segments throughout the state, including representatives from Bailey Nurseries, led the charge and made suggestions to the MDA, which then adopted the following suggestions. Click below for a full list of variety-specific updates.

Regarding First Editions® changes, each affected variety has been updated with a cold hardiness of Zone 3, when they were previously labeled Zone 4. This includes: First Editions® White Diamonds® Hydrangea, First Editions® Tickled Pink® Hydrangea, First Editions® Great Star™ Hydrangea, First Editions® Diamond Rouge™ Hydrangea, First Editions® Vanilla Strawberry™ Hydrangea, First Editions® Strawberry Sundae® Hydrangea, First Editions® Sundrop™ Spirea, First Editions® Coral Crème Drop™ Phlox, First Editions® Cotton Candy™ Phlox, First Editions® Bubblegum Pink™ Phlox and First Editions® Grape Lollipop™ Phlox.