Genesis Nurseries

Develop a fresh, innovative new brand story & identity for Genesis Nurseries (previously McGrath).

Project Information:

Client: Genesis Nurseries

Services: Building Brands & Storytelling

Strong corporate identity
Fresh, new lovable brand
Strong IP focus

This project focused on helping McGrath Nurseries rebrand as Genesis, a new company with a bright, bold future. Genesis embodies the technical interests, full-service orientation, and core development of its purpose: 'IP + Trees'.

Overview
This special project was focused on helping McGrath Nurseries innovatively rebrand into Genesis, a company with a bright bold future. The new brand embodies the tech interests, full service orientation, and core development or purpose of "IP + Trees". The new brand represents Genesis' turnkey business in orchard development. Genesis sets the tone and visual language for the industries future.
Frame
We focused on building a strong, clearly identifiable brand that embodies Genesis’ core values and strengths. The new brand also reflects their future aspirations, and helps the market understand they are a completely new business. Consolidating the previous business model, which operated under another company name, into this new brand was a central reason for establishing these fresh foundations. It was critical for both the brand’s credibility and the company’s ability to move forward with clarity and purpose.
Genesis is an innovative nursery grower of high-quality fruit trees for NZ's primary industry. They excel in nurturing genetic IP for fruit trees and robust rootstock. They are a full-service supplier for leading fruit growers.
PURPOSE: To grow unique, world-leading fruit trees and nurture New Zealand's prosperity.
WHY: Genesis exist to responsibly grow unique, world-leading fruit trees. They believe they are adding to the greater good of their customers by delivering quality and consistency with every tree. They care that their customers get exactly what they are after, and this is why they offer a genetic IP that differentiates them from their competitors.
HOW: They do this by using sustainable production systems along with genetic IP and robust rootstock. Their planned crop rotation avoids the use of fumigants and promotes the growth of the healthiest fruit trees.
WHAT: They produce quality trees that can be tailored to their customers’ needs, using the most innovative and sustainable methods. Quality products at a premium price, consistently.
Our Approach
We established a clear company story and articulated core values to set a focused direction, then identified value drivers and renamed them to serve as a strategic launchpad for concept generation. From this foundation, we produced a series of concepts that embody both the underlying principles and the new name across six distinct territories. Finally, we combined elements from several concepts to begin shaping Genesis’s refreshed identity as it moves forward.
Outcome
WORLD LEADING FRUIT TREES
Genesis is an innovative nursery grower of high‑quality fruit trees serving New Zealand's primary industry. Their strength lies in their advanced genetic IP for fruit trees and resilient rootstock, combined with a comprehensive, full‑service delivery model for leading fruit growers.
The Genesis brand mark represents far more than simply supplying fruit trees to their customers. Genesis concentrates on applying their international IP to develop unique rootstocks that yield world‑leading fruit trees. The brand mark uses flowing curves to symbolise the ongoing processes of growing and grafting that Genesis sustains. Where these curves overlap, they form a seed‑like shape that connects directly to the name Genesis — a new beginning. The mark embodies the structure and rhythm of productive orchards, reinforcing and enhancing the horticulture industry.