Repositioning
From artificial flowers to Designer Flowers, Refreshed Monthly.
Founded in Adelaide in 2000 and now in 80+ cities across 18 countries. Repositioned away from generic artificial flowers language, with a full rebrand behind it.
- Founded
- Adelaide, 2000
- Footprint
- 80+ cities, 18 countries
- Position
- Designer Flowers, Refreshed Monthly
The situation
Floral Image started in Adelaide in 2000 and expanded to more than 80 cities across 18 countries.
The category language, artificial flowers, was doing the brand no favours. It described the material rather than the service, and it set a low price expectation before anyone had seen the product.
The approach
- 01
Change what the business is selling
"Designer Flowers, Refreshed Monthly" moves the offer from a product to a service, and gives the subscription model a reason to exist.
- 02
Carry it into every touchpoint
A full rebrand: logo, style guide, van design, uniforms, website and digital advertising. A franchise network only holds a position if every franchisee shows the same one.
- 03
Work with specialists on the craft
Creative direction by Monty Noble of Noble Brands Worldwide, delivered with partner agency Throttl.
The result
What changed
- A single proposition behind a network spanning 80+ cities in 18 countries.
- A full rebrand covering logo, style guide, van design, uniforms, website and digital advertising.
- Franchise growth supported by one consistent position rather than local interpretations of it.
Who was involved
- Monty NobleCreative Director, Noble Brands Worldwide
- Christian LehmannFounder & Managing Director, Throttl, delivery partner on the Floral Image rebrand
Delivered with Throttl, Noble Brands Worldwide.
The decisions behind this work
What this work is
Marketing Advisory, in practice
The Floral Image engagement is one example of how this kind of work runs. The approach is sized to the decision, not to a retainer.
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