A new and distinct highly ornamental Echinacea plant is provided. The flowers are attractive and display deeper red-purple flowers than the `Magnus` cultivar (non-patented in the United States) which are substantially non-fading and bear substantially horizontal ray florets. An upright branching growth habit is displayed. The plant is well tolerant to heat and drought. The green foliage contrasts nicely with the colorful flowers. The plant is well suited for providing attractive ornamentation when grown in the landscape or during pot culture.