www.hornallanderson.com/project/turning-over-a-new-leaf

Continental Floral Greens

Turning over a new leaf

Continental Floral Greens identity redesign

Continental Floral Greens believes that being extraordinary is more than a gesture: it’s a doorway–a chance to imagine, electrify, renew. And in an industry not widely known for consistency in service and quality, they’re turning over a new leaf.

A merger with Pacific Mountain Products in 2014 brought together farmers, global distributors, manufacturers, sellers, and 60 years of experience to set the stage for a new world of greens. The objective was clear: shift perceptions in the floral greens industry and inspire a new level of quality and service for their customers.

Challenged with modernizing a legacy company, Continental Floral Greens partnered with Hornall Anderson to develop new strategic insights that informed operations, tone of voice, look and feel, and a reinvented business model. What started as the brand promise of “Be Extraordinary” became a rally cry that spread across every touch point of the business.

To bring this to life, the new look needed to embody the brand promise, as well as signify an intent to revolutionize the floral greens industry. Inspired by the company’s juxtaposition of heritage and innovation, the new identity is based on the idea of a “modern classic.” The heart of the expression strives to ever elevate the green. A new web experience features an interactive lookbook, allowing users to explore CFG’s farm-to-vase story. A new online catalog not only showcases the breadth of product available, but also redefines how greens are traditionally categorized.

CFG Holiday Site

For the 2016 holiday season, Continental Floral Greens enlisted HA to help break into a direct-to-consumer world. With the spirit of new traditions in mind, HA created an e-commerce experience that provides two ways to shop. Consumers can either shop a product catalog directly, or explore "looks" to inspire and ignite the imagination.

The site encourages consumers to look past the tree to other holiday greens: statement pieces and finishing touches fresh from the farm and right at home in their families' newest holiday traditions.