We started with brand positioning. We talked to growers and producers to understand the story behind the gerbera and find out why they are so distinctive. A colorful, cheerful, trendy flower that is getting stronger every day and is always available in a wide variety of colors. We also determined the brand values by which the gerbera can be recognized. Once the basis was in place, we divided the large range into categories, making this many-branched family more comprehensible, and adding experience and emotion. We then translated this to the website and social media channels with an appropriate visual identity.
A high-profile brand with a recognizable identity which received favorable reactions from the various target groups. We laid a solid foundation on which the collective can build further. All of the marketing tools which have now been developed for Coloured by Gerbera, both online and offline, and from social media posts to campaigns, can rely on this brand foundation.