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A niche grower with big ambitions

Established in 1946, Coastal Nursery is a third-generation wholesale grower comprised of five farms in one of Monterey Bay’s unique microclimates. Cultivating rosemary and rare varieties of cypress and heather, it specializes in merchandising products that consumers can’t get enough of. With major grocers and home centers across America as clients, Coastal Nursery needed a new brand platform and website to realize its next phase of major growth.

Coastal Old Photograph
Pink Flowers

Cultivating a sense of place

Our strategy was to orient the new Coastal Nursery brand around the romance of California’s Central Coast. The focus would be storytelling with such a strong sense of place that customers could practically smell the salty Monterey Bay mist at every brand touchpoint.

Coastal Nursery Baby Trees
Coastal Nursery Aerial
Coastal Nursery Aerial Trees

A fresh visual treatment

For Coastal’s new visual identity we modernized the brand give it a fresh, earthy treatment through the use of original photography, a nature-inspired color palette, and studio-shot, styled product photography.

Flowering Heather
Baby Tree Potted
Type Treatement Quote

Growing with authenticity

Offering unique products with consistently high sell-through rates, our goal for the Coastal Nursery website was to make it a complete resource hub for prospective and current wholesale customers. Tactics included driving all primary CTA’s to a catalogue request form, the creation of a seasonal product lookbook, and an informative plant index with a dedicated page for each specialty crop Coastal grows.

What we did


Visual Identity




Art Direction

Coastal Nursery Homepage

“In the short time since Truss Creative launched the Coastal Nursery website, we’ve gained three new customers. This is considered extraordinary in our industry. Not only is the site beautiful and easy to navigate, but it’s also filled with smart features that help us sell our products before we even speak with a prospective wholesale account. We are very happy with our investment.”

—Carmen Garcia, Coastal Nursery, Vice President of Sales


The results

Since the launch of the new Coastal Nursery website, traffic has increased by 30%, leading to a huge increase in backend wholesale distribution for the niche grower.