Country Cut Flowers
As an established grower, Country Cut Flowers know everything there is to know about their industry. Naturally, that means things like how to create gorgeous bouquets and which flowers you can expect to grow in each season.
But what’s even more amazing is that Country Cut Flowers grow all their own produce. They’re a key member of Flowers from the Farm, a not-for-profit organisation whose members use their knowledge of horticulture and floristry to grow and present a different range of flowers from those available in the supermarkets and wholesale markets. The aim is to grow and sell British flowers with no air miles and very few road miles – promoting local, seasonal produce of the highest quality.
So, with great aspirations to gain recognition locally whilst reaching new audiences across the UK, Country Cut Flowers wanted to create a brand that truly reflects who they are and where they want to be – but which also shows their passion for ‘home grown, not flown’ flowers.
I worked collaboratively with Country Cut Flowers – which included an amazing visit to one of their working gardens – to establish their desired market positioning, brand perception and target audience.
The new brand identity needed to express the hands-on, home grown ethos on which they pride themselves. At the same time, it had to reflect the company’s high level of professionalism, to assure new clients of their skills and abilities and win them new business.
After researching the industry as well as some of the brands which Country Cut Flowers love, I created mood boards to show the brand’s overall direction. This process helped define the brand’s personality, colour ranges, fonts, photography style and any unique points of difference we could work with to help the brand stand out.
The chosen colours represent a feminine yet earthy feel for the brand, with all the colours having a slightly muted tone. Offering a range of colours gives the brand flexibility for their website and social media posts, adding variety and interest.
When it comes to flowers, a picture says a thousand words, so the brand’s photography style was very important; we focused on a gritty, earthy style which doesn’t always show perfectly-arranged bouquets. This approach opened the opportunity to show more of the process involved in growing flowers and all the hard work which goes into it, and not just the perfect arrangements that are the end result.
In turn, this helps the company tell the story of their business through their website and social media platforms. It also gives the feeling that flowers can still look beautiful, even if they’re not perfectly arranged or photographed.
I’ve created an identity that Country Cut Flowers are proud of and which they feel they’ve helped to shape.
If this story has got you thinking about your business and what a fresh brand design could do for you, please get in touch. I’d love to have a chat over coffee and a cake!