Floralife announces rebranding strategy

Posted On 18 Sep 2012
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WALTERBORO, USA, September 19, 2012: Floralife, the premier postharvest floral care and handling company worldwide, has announced a major rebranding effort to invigorate its packaging, merchandising and online presence.
According to President Mrs. Robin Kilbride, this new approach will solidify gains the company has made since its acquisition by floral foam leader Smithers-Oasis in 2007.
“Today Floralife is present at every stage of the postharvest process,” Kilbride explains. “We provide products and expertise from harvest to vase, following the flowers through the flower chain. Conveying that expertise and range of products to a worldwide market requires some rethinking. Our branding must be globally consistent in order to tell a compelling story to the customer at any stage of the process.”
Changes include a move away from floral photography to a graphic theme that is bold, easily understood and consistent across the entire product line. However, the new design is more than cosmetic. Floralife is also establishing a new color and numerical classification system to tell the user precisely when in the flower chain to use each product, as well as pictographs instead of narrative instructions. Says Kilbride: “Our goal is to make it easier than ever for floral professionals and enthusiasts to enjoy the benefits of Floralife.”
Floralife’s new packaging and displays will be on the shelf as of September, 2012, coinciding with the launch of its redesigned website, a new site for mobile device users, industry blog and Facebook page.

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