Brand strategy & identity
Continental Floral Greens
Lift up an industry.
Fresh Noble fir wreaths, vibrant salal garlands, glossy Aralia fans. Instantly uplifting and alive, yet floral greens have been seen as a commodity. Merging farmers, distributors, sellers, and 60 years of know-how, Continental Floral Greens (CFG) ensures excellence from the ground up. So they set out to raise the standard in an industry not known for consistency and quality.
Long live greens.
In CFG’s offerings we saw overlooked beauty, and a timeless product that can be endlessly reinvented. Our strategic insights led to the notion of a “modern classic.” We then went about capturing the rich color, texture and versatility of greens at their peak.
Across the identity—photography, look and feel, and brand voice—and throughout their wholesale and direct-to-consumer websites, our work supports a new brand promise: Be Extraordinary.
Premium takes root.
The new brand empowered the industry to turn over a new leaf. We re-framed how greens are shopped and even thought about. Celebrating all the vibrant, lacy, glossy possibilities, we elevated perceptions and opened a new world of potential. CFG has changed the floral greens industry, and will thrive for many seasons to come.