The Flower Club: I need a flower… that reaches a new audience


The public of Magnolia, a floral design studio, was more or less defined: event producers, housewives and husbands or boyfriends looking for a gift for their partners. But its owner, Carolina Leslie, saw a potential niche: the young professional, be it a woman or a man, who does not have much time to decorate their spaces but wants to be sure that they will be decorated to their liking. For this reason, it launched, as a three-month trial, a novel proposal in the country: a floral subscription club. Every week or fortnight, members of The Flower Club they receive a bouquet of flowers different, selected and composed by Leslie and her team.

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Already the service itself was innovative. To communicate it to her desired audience, the young businesswoman was clear: the visual communication of The Flower Club it couldn’t be the same as Magnolia, which has more general intentions. The packaging had to be just as daring as the commercial proposal.

There he thought of the work of Lía Sued, an illustrator graduated from Chavón and Parsons with a stroke and a sense of humor that produce proposals that can be summed up as a surreal Botero. In his portfolio there are from anthropomorphic food to chubby characters of impossible proportions and impossible landscapes of chubby proportions. “I didn’t want to impose a Pinterest aesthetic,” Leslie recalled. “I didn’t want someone to replicate something that already exists. That’s why I wanted to give total freedom to someone with their own style, with a defined voice, to do this project of their own”.

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Since Magnolia there were only a couple of requirements for Sued: that the packaging allow the flowers without mistreating its destination, making reference to FedEx and DHL-type postal packages —more for a romantic theme than logistics— and that each delivery had a collectible character, beyond the fact that each bouquet is different. She responded with a game of flowers psychedelics almost out of seventies hallucinations and postal stickers integrated into the generously sized box. For the collectible aspect, he proposed a series of exclusive postcards for the club, so that each delivery would arrive with a different illustration. It wasn’t in the initial request, but Sued became so immersed in the production that he came up with this additional bespoke proposal. Just as his client expected, he made the project his own.

The response has been surprising: what Leslie thought was going to be an experiment for a couple of months has turned out to be a promotional success for the company. Upon launching the project, he began receiving messages from people outside Magnolia’s traditional circle, applauding the packaging design. Hooked by the visual proposal, many interested parties became subscribers. There was the public that she sensed existed but that the local flower companies still did not treat as potential buyers. “I say that people don’t know what they want until you show it to them,” reasoned the young businesswoman. “That is why I do not limit myself to thinking only of my final consumer, but by collaborating with designers like Lía, my intention is that it is still something that people are not used to seeing, that it impacts them and they feel that they need it”.

The alliance with Sued has been so successful in terms of brand recognition that it has shown Leslie that daring was worth it. “That is the advantage of working with young talent like Lía, with her own voice that goes to her own rhythm: they never see what is being done, but what they can do.”

Photos: Leah Slava (@slav.paper)

original content of Design Week RD.

Source-www.diariolibre.com