Challenge
Janet’s Flowers has been supplying flowers to the people of Eastbourne since 1981, the business has flourished in recent years and its owners felt that a new brand name and differentiated identity was needed to set them up for continued growth and expansion.
PRG was tasked with coming up with a new brand name, a name which would inspire trust and confidence, allowing the business to maintain its current customer base, while reaching out to new segments with its wider offerings of plants and gifts.
The fresh branding design needed to keep floristry at its heart, while also being broad enough to appeal to a diverse customer base. The PRG branding team needed to design something niche enough to be both memorable and striking but that had a wide customer appeal.
Solution
PRG held an initial planning meeting with the business owners to discuss their aspirations. It is vital to understand both where the company is now, but also the ambitions and objectives for ongoing growth and development.
The PRG branding team completed a competitor analysis, looking not only at logos and straplines, but at industry terminology, font use and tone of voice. We also created a selection of customer profiles, this meant that we could analyse all our branding work to ensure it appealed to the agreed customer base.
Result
The new Handpicked brand was designed to illustrate the breadth of the business. By moving away from a very flower focused name, we allowed the Handpicked team to explore the scope of what they offer and grow the gifts and plants side of the business.
The term Handpicked focuses on the care and attention put into every aspect of the business, into the bouquets themselves, into the customer service, into the shop, as well as the aspirations for growth.
The logo itself uses a stylish script font, this is instantly recognisable and bridges the gap between modern and classic. If you need help developing your brand presence get in touch with us today and find out how PRG’s branding experts can help.
