Scilly Flowers
From field to front door
Brand strategy
Brand identity evolution
Brand guidelines
Marketing materials
Website redesign
Scilly Flowers are an independent British, family run farm, with over 30yrs of experience in growing and sending the highest quality flowers throughout the year by post, filling people’s homes with the scent of Scilly.
Situated on the stunningly beautiful Island St Martin’s which is part of the Isles of Scilly- 25 miles (40 kilometres) off the southwestern tip of Cornwall, England, Scilly Flowers have a well-earned reputation for freshly hand-picked highly scented Narcissi and Pinks. With a strong commitment to quality and sustainability their flowers are grown outdoors all year round according to the seasons, utilising the island’s unique climate and natural beauty without any additional artificial light or heat.
Working together
Scilly Flowers initially approached us in Autumn 2023 looking for a quick fix to help produce some Christmas marketing. Due to the nature of the work at that time, we explained that we felt we would not be the right people for them for the job. Impressed by our candour and approach they reached out to us again in the New Year to talk about how we could potentially work together and from there we have continued to build the strong working relationship we now share with each other.
Our brief
The objectives
Our brief aimed to achieve two key objectives: first, to define and articulate a clear purpose, mission, vision and core values for Scilly Flowers that would resonate with both new and existing customers, guiding business and marketing activities. Second we sought to enhance the Scilly Flowers brand identity, tone of voice, and messaging to help position them as a modern and competitive player in the online floral market, reinforcing their reputation as a high-quality, independent British provider of seasonal, fresh, hand-picked flowers and expanding their customer reach and loyalty through effective storytelling and customer engagement.
The story behind the brand
Working in close collaboration with the partners we delved deeper into the Scilly Flowers ethos to understand the story behind Scilly Flowers and define their purpose, mission, vision, values.
This collaborative process including customer empathy mapping and a competitive landscape review lead us to build a brand narrative together for Scilly Flowers that;
Celebrates the sense of joy and connection between people, the flowers and the islands.
Is strongly rooted in a deep respect for the environment and the community that surrounds them.
Promotes the hand-picked, high-quality seasonal all year round nature of the flowers.
Highlights over 30 years of expertise in flower cultivation.
Resonates with customers new and existing.
“Gendall really got under the skin of our business and found out what makes us tick. As a family farm we have been sending flowers by post for well over 30 yrs, we love what we do and where we live but when you are doing the day to day running of your business it can be hard to gain a fresh perspective. They took time to guide us through a process that really made us think about our whole farm and the needs of our current and potential customers. By guiding us in a very collaborative way, we feel we have real ownership of and belief in the direction we are now taking the farm.”
Zoe Julian
Partner Scilly Flowers
Evolution not revolution
As a result of our strategy work building the brand narrative we developed the brand visual identity to include;
An evolution of the existing logo, choosing fonts that reflect a friendly and approachable manner. Modernising and simplifying it overall with one larger more distinct flower.
A hierarchy and range to the colour palette as well as introducing new summer and winter palettes to bring the brand to life, inspired by the natural hues of the flowers and the environment that can only be found on St Martin’s.
Organic shapes and forms to accompany the existing brand illustration assets, derived from the islands unique landscape, plants and nature, layered to create a sense of place and provenance.
A comprehensive set of brand guidelines including tone of voice and customer messaging.
A redesign of the current website.
Marketing communications.
Deepening connections
By staying true to its roots and emphasising quality, sense of place, authenticity and community, Scilly Flowers is now in a position to not only attract new customers but also deepen its connection and sense of belonging with existing ones. This evolution positions the brand for continued future success, so that Scilly grown flowers can be enjoyed by people all year round for years to come.
