Brand identity and storytelling for the original trailing petunia icon

✦Activation & Campaigns Brand Creation Strategy

Strategy, Branding, Art-Direction, Graphic & Web design

Created by Erwin Giezen (The Growers), in role of
Head of Marketing, Communications & Trade EMEA
at MNP / Suntory.

Clients

Identity

Illustrations

Photography

Thomas van Schaik Photography, Floramedia, Erwin Giezen / The Growers

At a glance

A distinctiveness project that protects an icon from dilution and keeps it evolving.

Deliverables

Brand strategy and narrative
Campaign and content direction
Visual identity system across formats
Trade and consumer storytelling framework
Digital and point-of-sale asset design

Website

www.surfinia-official.com ⟶

Almost 35 years after its first market introduction, Surfinia® is still simply the best trailing Petunia worldwide. An icon that changed the category and became a household name across Europe. The Growers helped keep this legendary plant brand relevant, recognisable and ready for its next generation.

The challenge

When you are the original, staying ahead is part of the job. Surfinia® created the market for trailing Petunias, but decades of success also brought competitors, lookalikes and a category crowded with colour. The challenge was to protect its iconic status while keeping the brand fresh and relevant across markets and audiences.

The approach

We built on what made Surfinia® famous in the first place: spectacular trailing flowers, outstanding performance and unmistakable colour. We translated that heritage into contemporary storytelling, campaigns, art direction, digital communication and brand experiences, creating one recognisable world for growers, retailers and consumers.

The result

From category pioneer to enduring icon. Almost 35 years after changing the Petunia market, Surfinia® still sets the standard. A brand with decades of heritage, continuously evolving without losing what made it famous in the first place.

Let’s grow your brand

This is exactly where The Growers does its best work: turning strong products into distinctive brands people understand, recognise and remember. Want to see how we approach this kind of work? Explore our way of working here: thegrowers.studio/services-approach.

If your product has the potential to become the benchmark in its category, let’s build a brand that can grow with it. Start a conversation here: thegrowers.studio/contact.

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