Interflora wanted to improve the quality of their delivery service and diversify their core offer and product ranges. I-AM were asked to research and review Interflora’s core brand proposition, brand expression and potential brand hierarchies with a view to taking advantage of new market opportunities.
Two new branded propositions were developed and now offer Interflora customers greater choice in terms of quality and pricing. New ‘Simply’ and ‘Signature’ sub-brands are based on tonality and clear visual communications on the one hand and greater design input from the customer on the other.
A greater understanding of customers’ needs has helped Interflora re-think their offering and enabled them to re-structure their business accordingly. Early results have been very positive with Interflora now looking to push ahead with more radical reforms.