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CG Hunter built its reputation by delivering affordable, high-quality faux plants and home decor. But the market was shifting. The rise of design-conscious consumers, the growing appeal of premium faux plants, and the demand for direct-to-consumer shopping experiences presented both an opportunity and a challenge. CG Hunter was ready to evolve—from an economy brand into a premium player in home decor.
Watson partnered with CG Hunter to execute a full-scale rebrand, digital transformation, and omnichannel marketing strategy. The goal was clear: reposition the company for upscale consumers, expand beyond wholesale channels like Costco, and build a strong digital presence that catered to vacation home owners, interior designers, and home decor enthusiasts nationwide.
CG Hunter needed a refined identity that appealed to design-conscious buyers while maintaining its strong value proposition. The brand’s existing positioning was heavily product-driven—focused on affordability and volume sales. To compete in the premium space, we needed to elevate CG Hunter’s visual and verbal identity while reinforcing the brand’s commitment to quality, craftsmanship, and modern design.
Watson redefined CG Hunter’s brand story around a simple idea: cultivating beauty so you don’t have to. This narrative resonated with busy professionals, vacation rental owners, and home decorators looking for effortless elegance. The messaging emphasized craftsmanship, lifelike details, and the emotional connection of bringing nature-inspired beauty into a space—without the hassle of maintenance.
A new visual identity brought the brand in line with high-end competitors. A modern, clean aesthetic with an emphasis on premium materials, hand-painted finishes, and designer-curated arrangements replaced the previous mass-market look. Packaging was redesigned to reflect a more elevated, boutique feel, reinforcing CG Hunter’s shift toward a premium brand perception.
CG Hunter’s success was largely tied to Costco, where bulk buyers valued affordability and consistency. But to reach a higher-end audience, the brand needed to establish its own direct-to-consumer presence, build a strong digital brand, and create demand outside of traditional retail channels.
Watson developed a multi-channel E-commerce strategy, identifying Airbnb hosts, boutique hotels, home staging professionals, and interior designers as key target audiences. A new website was built with an intuitive shopping experience, optimized for personalized recommendations, seasonal collections, and curated home decor pairings.
Research showed that regional aesthetic preferences varied widely across the U.S. Southwest buyers leaned toward desert plants, while Northeast consumers favored lush greenery. To address this, Watson implemented regional targeting in digital ads, influencer partnerships, and SEO content to ensure CG Hunter’s messaging and product curation aligned with each market’s style preferences.
The new CG Hunter brand needed a bold go-to-market strategy. Watson crafted an omnichannel marketing approach to introduce the rebrand and drive awareness.
Search and social advertising targeted key audiences across Google, Instagram, and Pinterest, showcasing CG Hunter’s elevated designs and positioning the brand as a premium alternative to traditional faux plant retailers. Influencer collaborations with design influencers and Airbnb hosts created organic content demonstrating how CG Hunter’s products enhanced spaces effortlessly.
SEO-optimized content focused on topics like “Best Faux Plants for Vacation Rentals,” “Luxury Home Decor Trends,” and “How to Style Artificial Plants Like a Designer,” driving organic traffic and brand authority. Email and retargeting campaigns engaged new visitors with styling tips and curated product recommendations, while retargeting ads reinforced brand messaging for those who browsed but didn’t convert.
With a new brand identity, an optimized digital storefront, and a comprehensive marketing strategy, CG Hunter successfully repositioned itself as a premium faux plant and home decor leader. The rebrand resonated with a higher-income consumer base, and the direct-to-consumer push expanded CG Hunter’s audience beyond its wholesale roots.
Online sales increased by 68% within the first six months. Paid search and social campaigns delivered a four-times return on ad spend. CG Hunter expanded its customer base beyond Costco, securing partnerships with boutique retailers and Airbnb property managers. Direct website traffic grew by 72%, reflecting stronger brand engagement and interest.
Matt Watson, CEO of Watson, summed up the transformation:
“This project was about more than just rebranding—this was a shift in how CG Hunter defined itself in the market. We helped them embrace a new identity that balanced luxury with accessibility, opening doors to entirely new audiences and opportunities.”
CG Hunter’s journey proves that thoughtful strategy, compelling storytelling, and smart digital execution can elevate a brand, turning a once-affordable commodity into a sought-after premium experience.
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
