Tuesday, August 28, 2007
Hallmark flowers decided to take advantage of online flower delivery as ordering online gets the flowers to the recipient with one week extra freshness as there are less middle men. Hallmark called upon Willoughby Design Group to create a brand identity for them communicating the message of their expertise.
Hallmark is the leading brand of ‘personal expression’ and Willoughby Design Group was to persuade the consumer that Hallmark’s expertise would genuinely fulfill their needs of giving a satisfying, pleasing bunch of flowers that communicated aptly the message to the recipient. Their designs would cover all aspects of consumer contact from Hallmark stores, online to the packaging and experience of the product, although their main focus was on the packaging as the most important aspect is the moment of delivery and enjoyment. Packaging included items such as the box, flower wrap, the sticker that holds the wrap together and small greeting cards for which they were advised to use photographic styles from which they developed muted Victorian style flower patterns with the ‘flowers’ brand name infused among them for the wrapping paper. They developed a colour palette based on Hallmarks main brand colours of plum and gold, which needed to work for a wide range of occasions so the palette included lush light and deep purples and blues to mauve-reds, and golds from pastels to deep-almost-brown, golden peachy colours. The brand name of ‘flowers’ was written in sophisticated, elegant writing enforcing the high class of their product and delivery.
I found it very interesting finding out about this design process and development as it is a brand within a brand, so they had a lot to base their concept on yet had a lot of room to move as it was a leading company extending to new avenues. This site of case studies I think is high quality and I found it comforting how they show you what steps they took to reach their solution because you don’t usually get to see that. It opens you up to the world of designing for someone (company or organization) who wants something quite specific.