Campbell’s Flowers
Brand Creation
Background
Campbell’s was founded by Tracey Campbell with the aim of making her business the ‘destination florist’ – for brides and their weddings, and event managers and their venues – whose expectations for their floral creations far surpassed what was on offer at your ‘average’, or indeed your ‘above-average’ high street flower retailer.
Tracey came from a marketing management background, so was laser focussed on her business’ potential and points of difference – exclusivity; expertise; personal; collaborative; trusted; creative.
Our creative approach
It was crucial this unique story was explicit in our brand strategy. Moreover – without a literal ‘shopfront’ – the visual identity would have to be highly distinctive, memorable and engaging if it was to thrive online and grow its customer base.
We proposed a name and designed a brand mark that felt well-established – trustworthy – yet was playful, confident, and exuded quality. Next, we worked with specialist web-developers to establish a luxurious, image-led website whose user experience encouraged exploration, contemplation and desire. This relaxed indulgence resonated with potential customers – particularly brides-to-be – and the business began to grow.
Results
Our brand identity enabled Campbell’s to carve out a more differentiated positioning in a crowded market and helped them increase customer interest, engagement and sales. So much more than a wedding florist, they are now one of the most respected and sought after wedding design services in their region and beyond.
We continue to work extensively with Campbell’s – evolving and managing their brand and visual collateral as their business expands into a much more comprehensive service, offering venue styling, prop hire and wedding stationery in addition to wedding flowers.
We initially approached TruthStudio as we were looking for a highly creative response to our need for a comprehensive brand identity for our start-up business. They successfully encapsulated our core values by proposing a clear brand strategy, then developing a logo and visual identity that was, and continues to be, instantly recognised. TruthStudio have become our brand guardians having collaborated with them consistently since setting up our business some 12 years ago. We are constantly delighted with their talent, creative ideas and their ability to adapt, update and implement our brand collateral across all touchpoints – from our website and social media, to print, signage, and vehicle livery.
Tracey Campbell, Creative Director and Founder
Project Scope
- Brand strategy
- Positioning
- Naming
- Tone of voice
- Brand creation
- Brand refresh
- Print and online collateral
- B2C magazine
- Workwear
