STEP BACKGROUND
Based on Hallmark Flowers’ positioning as the expert infloral gift giving and personal expression, we developed arange of customer “experiences” that reinforced the Hallmark brand message of sharing and caring. Our goal was to choose the best brand strategy that conveyed the Hallmark message and could be executed efficiently within the business model Hallmark had developed.

STEP OUTCOME
Because the Hallmark Flowers brand needed to be translated across multiple consumer encounters (retail, online andhome delivery via FedEx), the brand identity program needed to be simple yet emotionally powerful. The most impactful point in delivering the brand promise was the moment the flowers were delivered, opened and enjoyed. Our recommendation focused on an exceptional packaging and product experience. The first step was to define Hallmark Flowers’ verbal and visual language. Both must work with a wide range of occasions: celebrations, sympathy, thank you, romantic and congratulations. We then developed a range of concepts, all communicating Hallmark Flowers’ positioning. Packaging surface graphics were explored and a color palette strategy was determined, using the Hallmark parent colors of plum and gold. Catalog concepts and photography style were also recommended.

Brand strategy
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