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.
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.