A fragrant cedar garland entwined with a railing. Bundles of bright greens on linen napkins. Stunning and uplifting, yet the product has been regarded as a commodity. In an industry not known for consistency and quality, Continental Floral Greens (CFG) set out to turn over a new leaf. We developed strategic insights that informed operations, tone of voice, look and feel, and a reinvented business model. To help them give the entire category new life.
CFG brings together farmers, distributors, sellers, and 60 years of experience, putting them in a unique position. Able to ensure high standards from the ground up, they decided to shake up the industry by taking the product and expectations higher. Could fresh branding—rooted in their uncommonly good service—help floral greens go premium? We said yes.
Feathery plumes to glossy leaves, CFG’s offerings make blooms seem entirely optional. The product is timeless yet can be endlessly reinvented in its presentation, so we honed in on the idea of a “modern classic.” The heart of our brand expression elevates the beauty and versatility of greens at their very best. A reflection of the soul of the company—a brand promise to Be Extraordinary.
On the website, CFG’s farm-to-vase story unfolds like a stroll through the forest. An interactive lookbook, geared toward florists, wholesalers, and other key audiences, sparks inspiration. Most importantly, we revolutionized how greens are categorized. The online catalog not only showcases the breadth of product, but reframes how to think about them. Bold to breezy, full to flowering, floral greens are easier to shop and more enticing than ever.
In 2016, for the most wonderful time of year, CFG turned to us for help pursuing the direct-to-consumer opportunity. We designed an e-commerce site that encourages shoppers to look beyond the tree to statement greens and farm-fresh finishing touches—right at home in new family traditions.