CREATING A NEW FLOWER BRAND
The gardening category is a closed community fraught with negative emotion, for the average person on the street the experience is not only a hassle but it’s one characterized by guilt and fear. Nobody wants to be responsible for killing a living plant through a lack of knowledge.
We are increasingly disconnected from nature. There are more of us living in urban areas than ever before (90% of the UK). Yet, we now know that nature has a powerful effect on us; helping us to feel better and heal faster. Living flowers connect us with nature.
We launched the first true consumer brand in the gardening category with a product that is easy to care for and holds a clear consumer benefit: bringing a touch of nature through Longer Lasting Flowers for those who need it most. We created a lifestyle brand by borrowing the visual codes of fashion to bring modern brand behavior to the category. We developed everything from the brand positioning, design and packaging, to the name to P.O.S.