Ferry-Morse Seed Company provides flower, herb, and vegetable seeds in the United States. Its products include seeds, seed starting, potting mixes, lawn seeds, garden helpers, forage mixes, hunter's food plots, bulbs, and gifts. The company also provides growing media and supporting products/services to a variety of growers. It offers its products through garden centers, lawn and garden retailers, home centers, and online.
Dexter Mason Ferry, born in New York State, gained a great deal of boyhood experience in farming, as did many young men of the time. When he was almost twenty, he went off to seek his life and fortune in Detroit, Michigan, which was a center of horticultural interest at the time. After several years of business experience with Milo T. Gardner and his American Seed Store, Dexter Ferry found himself with enough money saved to begin a partnership with Mr. Gardner and another partner, Mr. Eber F. Church. So on April 1, 1856, the firm known as Gardner, Ferry & Church was founded.
Another company owned by R. W. Wilson was also thriving in Santa Clara, California. When he passed, the company was sold to Charles Copeland Morse and A. L. Kellog. As time passed,Morse brought out Kellog and many other companies. During the early 1900s, D.M. Ferry bought land in California to grow crops for seed. In 1921, they bought the commission packet business from Morse. in 1930 the two combined to form Ferry-Morse Co. By 1930, Ferry was growing most of its seed in California, and the two firms had complementary businesses.
Current Selling Strategy (Packages)
Mr. Ferry had a strong interest in quality seed, owing to his experience in farming, and had a very good head for business. He started something new by offering his seed dealer customers complete assortments of seeds in packets, all ready for sale in convenient store displays, from which gardeners could make their own choices.
Until he began packaging garden seeds in small envelopes, there had been no such business except what was being done by the Shaker sect among their own settlements. Mr. Ferry began offering assortments of packets for store owners which were tailored to the growing conditions in each store’s vicinity.
Why It's Bad?
The overuse of effects on the brand name is inconsistent. The overall design of each type of seed is, again, inconsistent and poorly designed. Photography in package design is of very poor quality and doesn’t give the buyer the most convincing idea of how wonderful each product will become. The inconsistent color scheme also throws off the design and makes it feel as if they are completely separate brands.
To rebrand Ferry-Morse's line of seed packages through logo redesign and a different, more comprehensive and user-friendly approach to packaging. The rebrand will give the buyer the experience of growth before they even purchase seeds and persuade them to buy more through creative and interactive visuals. The target audience for this brand would be anyone interested in gardening but mostly focusing on home gardeners and hobbyists.