Two years ago, Chalet, a 90-year-old
garden center in the wealthy Chicago hamlet of Wilmette, set out on a simple
quest.“We faced a
challenge,” said Larry Thalmann III, Chalet’s third-generation owner. “We have
two distinct parts of the business and they’re in separate locations. Our retail
customers value that we’re a small, family-held business. But that same image
doesn’t serve us well on the landscape side. On the landscape side, we have a
very large, full-spectrum division, from small projects to very large. We have
14 landscape architects. For that division, we want to be portrayed as capable
and well-equipped. Our image wasn’t in sync.”
What began as a desire to
develop a brand that would unify Chalet’s image in the public mind grew to be
much more.
-- Carol Miller, Editor
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