Royal FloraHolland’s new brand identity encompassed buildings, signage, transport, business clothing and logistics.
The client's challenge
With 100,000 transactions per day and 400,000 types of plants and flowers, Royal FloraHolland is the largest marketplace for flowers and plants in the world. In 2014, Royal FloraHolland, together with its members, customers and employees began to focus on the future. The vision, mission and ambitions for 2020 were determined, and together with the entire organisation, they started to realise those ambitions, with one clear mission: ‘Flowering the world together, planting seeds or opportunities for our members.’
In a world that’s never static, it’s important to constantly renew. On the journey to 2020, Royal FloraHolland launched their new visual identity a year ago. After receiving the new mission statement, it was time to tackle buildings, signage, transport, business clothing and logistics.
7 steps to a successful rebrand
A practical step-by-step plan for brand, marketing and communication managers.
Together with VIM Group, the new visual identity was implemented at four Royal FloraHolland locations. To ensure consistency, guidelines were developed for the correct application of the new identity. Efficiency, cost savings and sustainability were the starting points for further roll out.
Based on the inventory, choices were made about the use of brand carriers that would contribute to the brand strategy. It was carefully determined which elements were created, moved or removed. In the past, a blanket approach was applied to communication tools, sometimes with limited added value. However, when rolling out the renewed identity, careful choices were made. This provided a clearer landscape in which the ‘real’ brand expressions come to life.
VIM Group's approach is characterised by speed in thinking and acting and clarity in communication and results. I have experienced the cooperation of VIM Group, both in mutual communication and in thinking about solutions and choices with a view to the budget. In addition, I consider their critical attitude and business approach worth mentioning.Monique van der Valk, Real Estate Consultant
VIM brought many aspects of improvement to this project, with sustainable materials such as LED lighting and solar panels being used, so that the necessary energy for the illuminated facade lighting was fully realised in the most environmentally aware solution.
In addition to the sustained roll out, significant savings have been achieved through the integration of assignments and close involvement in the selection of suppliers. Due to the strategic choice of brand carriers, VIM also saved costs without compromising the brand expression.