Hallmark was looking for a new source of revenue. The new business had to appeal to a younger and broader audience.
Working in collaboration with the partners at Euro RSCG, New York, we leveraged the strength of the Hallmark name to create the first national brand name for flowers under Hallmark that would be delivered directly from the growers. Hallmark Flowers guarantees that customers receive fresher flowers than ever before.
The creative executions created were based on the concept of “organic elegance,” a combination of the natural quality of fresh flowers and the elegance of a high-quality gift. Designs for the Hallmark Flowers logo, packaging, collateral materials, TV, print, in-store signage, web site, and employee materials were all successfully integrated to reflect this creative vision.
The end result of this complete immersion in freshness and elegance is what Hallmark executives fondly refer to as the “wow factor” — the excitement people feel when they experience Hallmark Flowers.
What We Did
Print and TV Advertising
Art Direction - Photography
Vendors / Grower Relationships
To The World's Flower Market
Hallmark Flowers packaging was designed to enhance the overall flower experience of the recipient and to ultimately convince them that these flowers were indeed the gold standard in the category.
To support the positioning as the ultimate gift, it was imperative that the package design symbolizes true elegance while still remaining natural and organic. The flowers were shipped surrounded by gold tissue, natural raffia, and a full-sized, hand signed greeting card. The “organic elegance” philosophy was the inspiration for all Hallmark Flowers's creative executions and the essence of the entire brand identity itself.