Benken Garden Center
Brand Refresh | Campaign | Digital Design
Bringing new energy to a long-established garden center.
CHALLENGE: Breathe new life into a family-owned Cincinnati nursery in order to compete with big-box garden centers with volume-based, value-priced inventory.
IDEA: Modernize the Benken brand with a fresh, imaginative visual style and messaging, engaging both current customers as well as a broader, younger audience of plant enthusiasts.
STORY: Benken Florist & Garden Center is a Cincinnati institution. For almost 80 years, Benken has prided itself on quality and service, combined with a friendly, expert staff armed with a knowledge of plants and flowers unmatched in the city.
But while the Benken name reflects the dedication to quality established by Harry and Johanna Benken in 1939, chain garden centers were drawing customers away with lower prices and numerous locations across the city.
To support this effort, we undertook a brand refresh and pushed it out through site design, social media, display ads, and outdoor, deploying attention-grabbing headlines tied to rich visuals of beautiful plants and flowers.
A major driver was social media engagement. We wrote attention-grabbing headlines, tied them to rich visuals of beautiful plants and flowers, and shared them across social platforms.
To support this effort, we undertook a brand refresh, site design, social media, display ads, and outdoor, deploying attention-grabbing headlines tied to rich visuals of beautiful plants and flowers, We even proposed a series of truck wraps. It was beautiful work for a client that understands how beauty can improve lives.
We helped Benken attract younger consumers through aggressive social media and a spirited attitude.
Seasonal changes provided clear opportunities for engaging messaging and product promotion.
