Floralis
Rebranding

From a home decor brand to Feel Good Living

Industry
- Retail
Services
- Design
- Branding

The Challenge

Floralis, the established home décor brand has positioned itself as a home for design lovers, architects, and interior designers, with a range of home styling solutions that enable dressing an entire house with a contemporary, trendy personal statement, to a T. The unique assortment of items available in Floralis’ stores turns each visit to a riveting experience, a journey across different rooms and designed content worlds, and creates meaningful, differentiated added value. Our challenge – to capture that in-store “wow” factor and translate it to a novel, contemporary communication language befitting of a leading design brand, while capturing the positioning identity and definition.
The Solution

Open set out on an exciting process to identify the essence of the brand, which focuses mainly on design and appearance. We conducted a series of in-depth interviews with the Floralis team, customers, and leading architects and designers, in addition to conducting workshops and brainstorming sessions. We researched the competition, drew inspiration and gained insights from local and global leading brands. The journey helped us identify the common thread between the in-store experience and the relevant, differentiating brand strategy, and from there to the creation of a new communication language, which the audience will meet at each touch point.

A new strategy: Feel Good Living Mode

We redefined and refined the Floralis brand identity in a joint workshop through the experience which the brand evokes: harmony, warmth, joy, colorfulness, wealth, good energy, bonding, closeness…an entire range of positive emotions which we summed up in two words: Feel Good. We also searched for a new positioning definition that gathers the brand’s different content worlds. A new term was created in the interior design category: Living Mode. We combined the two phrases into one promise: Feel Good Living Mode. The slogan: Feel Good Living expresses the aspiration to evoke that range of positive emotions – that Feel Good, in as many homes and for as many people as possible.

A new strategy: Feel Good Living Mode

We redefined and refined the Floralis brand identity in a joint workshop through the experience which the brand evokes: harmony, warmth, joy, colorfulness, wealth, good energy, bonding, closeness…an entire range of positive emotions which we summed up in two words: Feel Good. We also searched for a new positioning definition that gathers the brand’s different content worlds. A new term was created in the interior design category: Living Mode. We combined the two phrases into one promise: Feel Good Living Mode. The slogan: Feel Good Living expresses the aspiration to evoke that range of positive emotions – that Feel Good, in as many homes and for as many people as possible.

New Identity, New Communication

When creating the new design language, we reflected upon the rich, eclectic brand identity which allows creating connections and newness in every home. We developed a design language that translates the spirit of the brand using a recognizable color palette and grid system. The language expresses the relevance and innovative nature of Floralis as a leading design brand, allowing for the complexity typical of the modern era – human connections alongside fashion and innovation: eclecticism which allows personal expression and individuality alongside the clean elegance associated with the design and fashion category.

New Identity, New Communication

Disruptive cleanliness: the new logo

The new logo is comprised of two fonts: a serif font and a sans font – a combination that “disrupts” the eye, while leaving the logo typographic and clean, consistent with those of leading fashion brands.

The recognizable symbol was refreshed – the frame’s shape was preserved while the font of the internal letter F was updated to correspond with the new logo. The relationship between the logo and the symbol was changed both in placement and ratio. They no longer need to appear together and can function separately. The symbol usually appears in small size but its color changes as per the new language.

Disruptive cleanliness: the new logo

The new logo is comprised of two fonts: a serif font and a sans font – a combination that “disrupts” the eye, while leaving the logo typographic and clean, consistent with those of leading fashion brands.

The recognizable symbol was refreshed – the frame’s shape was preserved while the font of the internal letter F was updated to correspond with the new logo. The relationship between the logo and the symbol was changed both in placement and ratio. They no longer need to appear together and can function separately. The symbol usually appears in small size but its color changes as per the new language.

The brand color palette

The color palette language is comprised of a set of 6 colors that create a colorful, meticulous palette. The dominant green colors express the fresh, bountiful feeling in the stores that are lush with greenery. Alongside the greens we incorporated warm colors that convey the feeling of home and compassion – the people living inside the home.

The brand color palette

Natural, unstaged photographic language

The photographic language is a key element in fashion and design brand communication. Open created a language that conveys life moments and connections between real people, who experience the products in inviting home settings. The product will always appear next to a human element, be it people or a picture that captures natural, organic moments.

Natural, unstaged photographic language

The photographic language is a key element in fashion and design brand communication. Open created a language that conveys life moments and connections between real people, who experience the products in inviting home settings. The product will always appear next to a human element, be it people or a picture that captures natural, organic moments.

Typography

As with the logo, we opted for a typographic system with 3 fonts: two English fonts, a serif font and sans font, and a third supportive, clean, Hebrew font. The system conveys the richness of the design, the lifestyle and connections between people and gives a fashion-forward yet inviting feel. The typographic placement is elegant and meticulous.

Typography

For more fascinating growth stories

- Homez
  
  There’s No Place Like Homes
- Panta Rei
  
  Everything Flows

We would love to help you grow, too

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If your brand requires a new strategy.
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