Trailblazing digital disruptor and direct to consumers floristry pioneer, Serenata Flowers, has launched a new brand identity to mark its twentieth year in the industry.
Working with branding agency, LoveGunn, the online florists’ new strategic vision, hero’s the narrative “A Language of Love” highlighting its core brand purpose to enable connection and communication through the art of floristry.
The new strategy focuses on 3 key pillars: Creativity & Artistry, Value & Care and Community & Inclusion allowing Serenata Flowers to effectively communicate its story and values to a new audience, whilst building a new framework for effective communication with its loyal community.
The rebrand saw the development of a new lead colour palette which included ‘hot coral’ as a warm and sophisticated take on pink as a representation for love. ‘Forest green’ and ‘mist’ as used as supporting colours alongside an elegant new typeface pairing of Conso and Lota altogether freshening up the interface to position the company as a creative, lifestyle-led brand whilst retaining its deep and authentic connection to the natural world through the beauty of plants and flowers.
The new positioning is brought to life through a modern art direction style inspired by both fashion and interior design. This has been adopted across website, socials, campaigns, and emailers alongside a new calligraphic illustration style.
Fergus Manfield, Brand Marketing Manager said of the rebrand: “Twenty years on from our inception life looks a little different, but we wanted to take the opportunity to highlight that one thing hasn’t changed; we’re still here and we’re still passionate about connecting our customers through the art of flowers. We understand that some conversations are hard to navigate and so often our customers turn to us to help them say when words aren’t enough, we wanted our brand positioning to convey how seriously we take this responsibility. We don’t just deliver flowers, we want to spark conversations, deepen connections, and even facilitate reconciliation.
We loved working with LoveGunn to bring this vision to life and are looking forward to entering our 21st year with a new modern look and clear framework to take the brand from strength to strength”.
Christian Gunn, Managing Director and Co-founder of LoveGunn said of the project: “Having built a highly successful direct to consumer floristry model over the past 20 years, Serenata wanted to use this milestone as an opportunity to elevate their position in the market and communicate their purpose in a way that would resonate with their core audience of 25–40-year-old metropolitan purchasers. With an already established brand, Serenata required an evolution that would move them into the future, whilst remaining rooted to their widely renowned brand. Through a series of brand workshops, customer interviews and real-world market research, we gained key insights into consumer purchase intentions, search focused behaviours as well as trends that are impacting the industry. This research informed how we created a new brand positioning for Serenata.
