Hallmark was looking for a new source of revenue. The new business had to appeal to a broader audience.
Working in collaboration with the partners at Euro RSCG, New York, we leveraged the strength of the Hallmark name to create the first national brand name for flowers under Hallmark that would be delivered directly from the growers.
The creative executions created were based on the concept of “organic elegance,” a combination of the natural quality of fresh flowers and the elegance of a high-quality gift. Designs for the Hallmark Flowers logo, packaging, collateral materials, TV, print, in-store signage, web site, and employee materials were all successfully integrated to reflect this creative vision.
The end result of this complete immersion in freshness and elegance is what Hallmark executives fondly refer to as the “wow factor” — the excitement people feel when they experience Hallmark Flowers.
