Brand / Strategy
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Royal FloraHolland is a cooperative of growers that is currently the biggest floriculture marketplace in the world. In order to reflect the company’s focus on their digital services, the positioning ‘Connect to Grow’ was developed in favour of their existing ‘Flowering the World’. We were asked to reimagine their brand in order to fit this transition.
The cooperative has been bringing together growers and buyers for over 100 years, and is one of the most important export sectors in it’s country of origin, the Netherlands.
To remain at the heart of the international floriculture sector, Royal FloraHolland needed to be perceived as an active and progressive digital enterprise. One of the challenges we faced, is that large companies aren’t seen as quick or agile moving.
Given the company’s establishment in the Dutch culture, we saw an opportunity to use that promise of heritage of community in parallel with innovation to lead forward. Royal FloraHolland provides an established ecosystem that can help accelerate the members of its cooperation.
The creative needed to develop a consistent and ownable brand story, improve creative efficiency, and streamline the identity for all internal and external stakeholders alike. The company had already gone through a rebranding process in 2016, so were hesitant to relinquish their existing logo. Knowing that this was one form element we had to take forward into the proposition, we decided to start there by taking the logo itself to develop a new visual language. The dynamic curves help to create a diverse form language that afford flexibility in it’s use, whilst still regulated within a defined grid structure.
The power of Royal FloraHolland is it’s incredible international reach in the floriculture sector, and their new brand gives a sense of movement and growth to compliment that idea.
Photography environment/ Jeroen Dietz
Photography product/ Mark Groen
Photography interior/ The Creative Hub powered by Canon
Brand video music/ Beau Zwart