Vyn Flowers Case Study
Strategy
Develop a complete new visual identity and language to reflect the major changes that were transforming this family-owned business. After expanding operations to include importing natural decor product for large retail clients, our client was now planning to get out of growing operations altogether. Part of our mission was to help position the company as a design savvy trendsetter in natural decor.
Identity
It was paramount for Vyn that we avoid any specific floral specimens to symbolically represent the company. Yet we still needed to reflect the natural materials of much of the product line. The new logo achieves this by merging contemporary shape with organic, flowing linework. The final symbol is unique, memorable, and stands out from the crowd for all the right reasons.
Messaging
To succeed in an industry dominated by clutter and sameness required radical differentiation—a fresh face in the dried flowers market. To evoke excitement and creative design ideas we presented the product in unlikely settings and combined imagery with provocative messages—all aimed at dispelling the myth that dried flowers are tired and out-of-date. The concepts were then extended to the web, email, print collateral, catalogues and trade show presence.
Collateral
We learned that Vyn’s audience still prefers to view their product line through the catalogue, so we went to work to make sure it cut through the clutter that dominates most buyers’ desks. Generous use of gorgeous product photography and whimsical layout achieved unprecedented results. New buyers began calling motivated by the catalogue alone. Design is indeed good for business. Vyn’s new identity continues to be rolled out in their packaging, website, and direct mail campaigns.
Visit www.vynflowers.com.
