CREATING THE ULTIMATE FLOWER EXPERIENCE
Hallmark was looking for a new source of revenue. The new business had to appeal to a younger and broader audience.
To develop this extension of the brand the creative executions 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, website, 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.
The Hallmark Flowers packaging and brand identity were designed to enhance the recipient's overall flower experience and ultimately convince them that these flowers were indeed the gold standard in the category.
The package design symbolizes elegance while remaining natural and organic to support the positioning as the ultimate gift. The flowers were shipped surrounded by gold tissue, natural raffia, and a full-sized, hand-signed Hallmark 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.