LEADING ONLINE flower retailer, Serenata Flowers, has unveiled its rebrand, designed to illustrate the joy of sending and receiving flowers whilst driving the brand’s ambitious growth plans forward.
Starting life as just two small flower shops in Central London in 2003, the business quickly moved into the online space to operate as a direct-to-consumer offering and is now the fifth largest online florist in the world.
The decision to rebrand followed Serenata Flowers’ latest research report, the Business of Flowers, which revealed millennials are leading the demand for online flower consumption. As such, its new identity has been styled around a palette of fresh, vibrant colours, contemporary fonts and stunning photography.
London-based branding and design agency, Identica, was appointed to create the fresh, new look for the florist, positioning the flowers as the stars of the show and evoking the emotions of giving and receiving flowers under the tagline ‘happiness delivered’.
The refreshed branding offers a completely fresh visual identity, including a more refined logo, revamped website design and contemporary lifestyle photography depicting the blooms in a series of home settings.
Customers can also now enjoy innovative, new packaging options that offer an even better unboxing experience, with superior designs and a pop of Serenata’s feature blue colour when the box is opened.
To accompany the new creative, the business is also launching an entire new collection of floral arrangements and bouquets at a range of price points, from everyday bouquets to luxurious, supreme collections.
The new product ranges are available with free next day delivery, across the UK.
Richard Clayton, Creative Director at Identica, says: “Giving and receiving flowers is a personal act that sparks joy, warmth, surprise and delight. Flowers say things that words cannot. They help us celebrate. They tell someone how much we love them or miss them. They can even help mend a broken heart.
“Our new branding for Serenata embodies this spirit by capturing the unfiltered beauty of flowers and celebrating the happiness that the choosing, giving and receiving of flowers brings to everyone.”
Martin Johansson, Managing Director at Serenata Flowers, adds: “We have created a new look brand with a stylish, youthful feel which keeps our core values in mind, plays on the emotions of giving and receiving flowers, and emphasises the quality and freshness that characterises Serenata Flowers. The response we’ve received from our customers so far has been fantastic and reinforces our decision to undertake a complete rebrand.”