Case Studies

Growing the New York Botanical Garden Brand

An aerial view of the NYBG conservatory

Planting the seeds

The objective: grow an evergreen licensing program for a renowned cultural institution that will provide a steady stream of income to help support the institution’s charitable mission.

Jewel worked alongside NYBG to develop a brand identity for consumer products. Deliverables included updated logos, a style guide, and a background story that conveyed the brand’s sumptuous aesthetic, rich heritage, and iconic authority as the world’s premier botanical garden.

Botanical tablescape by Oscar de la Renta for the New York Botanical Garden
Oscar de la Renta for The New York Botanical Garden

Inspiration in bloom

NYBG worked with our Creative team to develop a portfolio of assets sourced from NYBG’s magnificent archive of botanical artwork to facilitate design and product development with licensees across a diverse array of product categories. New print and pattern collections continue to be released to partners of the brand on an ongoing basis.

A flourishing brand

The New York Botanical Garden’s growing licensing program now includes 25+ licensees and retail partners in categories that include home decor, stationery, gift, books, jewelry, bath and body, fragrance, food and beverage, fabric, and more.

High-profile collaborations have included an exclusive partnership with Frontgate for wall art and outdoor decor, a tabletop collection with Oscar de la Renta, a co-branded partnership with Caswell-Massey, a bouquet subscription collection with BloomsyBox, and a collaboration with Tea Forté on a series of curated tea collections inspired by NYBG’s living collections and archival artwork.


Best Licensed Brand Nominee — Museum, Art, Design

The unique combination of New York Botanical Garden’s (NYBG) extraordinary brand heritage, beautiful botanicals, stunning archival art and cause related messaging makes for a flourishing licensing program.  NYBG’s program continues to blossom with royalties growing 32% in 2021 – supporting NYBG’s work in conservation & research. NYBG products bloomed in categories including bath & body, fragrance, tea, chocolate, home textiles, stationery, puzzles & floral subscription service.