Torrance, California-based BucknerSuperior, a manufacturer in the irrigation industry, unveiled a new brand identity, Superior, reflecting the company’s commitment to quality, innovation, reliability, efficiency, and durability. The new name, brand identity and campaign are inspired by the company’s 109-year-old heritage while reinventing itself for today’s modern irrigation industry. Superior’s new look and feel represent a commitment to design and innovation.
“Superior is the evolution of three highly regarded irrigation brands: Buckner, Superior Controls, and Western Brass,” says Superior President Brian Babb. “These brands have grown and evolved to become consolidated under the Superior brand, and our brand relaunch represents the natural evolution of that transformation. It is essential we respect and honor the roots and values that built this great company; but it is equally essential we never stand still. We continuously innovate to ensure Superior is positioned to meet the changing needs of our customers. The corporate name change is the final piece in repositioning the company around the Superior irrigation business and one that allows us to move forward under a unified brand.”
The company’s commitment is highlighted through a new brand campaign centered around two key statements: “The Superior Choice in Irrigation” and “Efficient Irrigation Starts with Superior Design.” The brand is committed to delivering upon these promises to their customers through quality, innovative products and services.
“Our rebranding reflects the focus of our business and what we bring to market for our customers,” says Joe Holohan, director of sales for Superior. “It honors who we were while focusing on continually delivering excellent value to our customers, both new and existing. The Superior name unifies our operations under the brand our customers know and trust and aligns our long-term strategic vision for the company.”
At the core of the new brand identity, the logo, is a modern representation of a crown symbolizing the splash a drop makes in water. The logo upholds Superior’s enduring dedication to provide superior irrigation solutions for our customers and the industry. The new brand color, metallic ‘bronzed brass’, speaks to Superior’s rich history built upon brass valves. The official launch took place at the annual Irrigation Association Trade Show in San Diego Wednesday, December 8.
