In 1944 Robert Winston set out with a pushcart and a vision. Over 60 years and three generations later, Winston Flowers’ commitment to customers and community, the highest quality product and the freshest thinking in design have allowed that pushcart to flourish into one of the nation’s largest and most respected retail florists.
When Winston Flowers found that it needed to rebrand in order to maintain its leadership position the company chose to partner with Blackcoffee. Together, we established a clear understanding of the Winston brand experience and the key factors that drive that experience, including goals and objectives, customer perception and behavior, new business opportunities and a place for the brand to live.
We began by establishing how Winston would define success, we then looked forward to identify new possibilities and looked back to the company’s pushcart beginnings to pinpoint the value locked within the brand’s heritage. This futurespective/retrospective revealed a need to showcase not only Winston’s diverse talents within floral, spacial, and event design, but the heritage that supports the brand.
In developing a new brand strategy and identity we set our sights on capturing and expressing the brand’s unique position. Through a diverse bouquet of brand signals, the Winston brand identity frames the brand’s domain, integrating new and old to leverage tradition and innovation.
Once the brand strategy and supporting identity were developed, brand expression guidelines were created to detail the application of multi-sensory brand signals that define the Winston brand experience to improve brand performance.
Brand standards and workshops provide clear understanding of Winston Flowers’ brand objectives, ensuring that internal staff and external agencies express a consistent “on-brand” experience that is recognizably Winston.
In rebranding Winston, we created the rules and guidelines for managing the Winston brand and how the brand underpins the Winston experience. The final deliverable of this exercise resulted in a comprehensive brand development document that presented a detailed roadmap for implementing and managing the Winston Flowers brand. This engagement spanned numerous areas of brand expression including: