Tulip Tree Gardens

Challenge

Situated on 63 acres of rolling farmland south of Chicago, Tulip Tree Gardens was looking to rebrand. A young, mission-driven organization firmly rooted in regenerative farming, they had recently turned their attention to the CBD space—growing and harvesting hemp, processing and testing it, and packaging and distributing it as CBD and CBG products. And with this budding offering added to their business, they needed a new story to better reach their growing audience.

While CBD is a quickly expanding market, consumer confusion still exists about the difference between CBD and THC. In a survey done by Dynatafor the American Association of Advertising Agencies, it was found that while 58% of consumers said they are familiar with CBD, only about one-fourth have said they’ve tried it. And of those surveyed, 45% said they would not be willing to try any product containing CBD. Clearly, perceptions and trust play a big role in driving consumer decision-making.

Not only that, but Tulip Tree Gardens was more than a CBD brand. First and foremost, they were farmers. They were focused on regenerating the soil, rebuilding the biodiversity, and restoring the ecosystem of their agrarian community. They needed a brand that would reflect the true nature of their work.

Solution

I wanted to build a brand around an idea that would truly capture their essence and connect their efforts. It needed to convey their commitment to the land and their conviction in restorative healing.

That idea was wellness through natural connections. Through the articulation of their platform “Where Wellness Grows,” I positioned Tulip Tree Gardens by rooting them in their values, sharing their belief in the positive benefits that stem from building natural connections—to our land, to our bodies, to each other.

They were more than just a farm. They were a wellness farm—one that cares about the earth and the people around them. Through both whole-hemp and non-hemp products, they strive to bring a good-natured approach to the next frontier of plant-based wellness.

My role: Account Services, Strategy, Creative Direction, Design, Copywriting

We are up +336% in sales for the year already. When I look back on the decision to do the brand relaunch, it was difficult for us to say “yes.” But that “yes” was pivotal to our success today. The brand relaunch has elevated us, allowing us to expand into untapped markets while giving exposure to our hemp products.

—
Rachael Smedberg, Founder of Tulip Tree Gardens

In terms of your approach, you make the client feel as if they are part of your team, and you are part of theirs. You achieve a comfort level that is pleasantly unusual in the consulting world. Finally, you deliver a great combination of business purpose and creativity.

—
Athan Demakos, Business Advisor for Tulip Tree Gardens