Brand strategy & identity

Continental Floral Greens

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The Challenge

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.

The Solution

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.

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What Matters

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.

An image of a man in a field wearing a blue shirt that has the Continental Floral Greens logo, and a bushel of greens. In the background is a red tractor.
An image of a man in a field wearing a blue shirt that has the Continental Floral Greens logo, and a bushel of greens. In the background is a red tractor.
An image of the Continental Floral Greens logo in gold on a blue background.
An image of the Continental Floral Greens logo in gold on a blue background.
An image of the Continental Floral Greens business card.
An image of the Continental Floral Greens business card.
An image of a laptop that displays the homepage of the Continental Floral Greens website.
An image of a laptop that displays the homepage of the Continental Floral Greens website.
An image multiple iPhones that display the mobile experience of the Continental Floral Greens website.
An image multiple iPhones that display the mobile experience of the Continental Floral Greens website.
An image that shows the scale of the website on a desktop, tablet and phone.
An image that shows the scale of the website on a desktop, tablet and phone.
An image of a tote bag with Continental Floral Greens graphics.
An image of a tote bag with Continental Floral Greens graphics.
There are two images. The one on the right shows a woman with a Continental Floral Greens apron standing by a table that has a box of flowers and plants. The image on the right shows a bundle of tulips wrapped in Continental Floral Greens branded paper.
There are two images. The one on the right shows a woman with a Continental Floral Greens apron standing by a table that has a box of flowers and plants. The image on the right shows a bundle of tulips wrapped in Continental Floral Greens branded paper.
An image of the Green's Guide, a little booklet that has the different types of greens highlighted.
An image of the Green's Guide, a little booklet that has the different types of greens highlighted.
An image of plants.
An image of plants.
An image that shows a dining room with a fireplace in the background. It is decorated for Christmas, most importantly focusing on different greens that Continental Floral Greens offers.
An image that shows a dining room with a fireplace in the background. It is decorated for Christmas, most importantly focusing on different greens that Continental Floral Greens offers.
An image of a web page that showcases the Christmas offerings of Continental Floral Greens.
An image of a web page that showcases the Christmas offerings of Continental Floral Greens.
An image of a scenic landscape that includes the ocean, farmlands and plants.
An image of a scenic landscape that includes the ocean, farmlands and plants.
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