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FTD is the largest, most recognizable floral company in the world, yet it was losing its leadership position. In 2008, nearly 100 years after the company first originated, FTD faced growing competition from new online startups. In order to again capture the imagination of consumers, FTD knew it needed to elevate its brand and create an ownable identity to reflect their “class for the masses” brand promise. In part, they needed a distinctive line of floral box packaging — their most emotional and visible touch-point.
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Soulsight sought to bring freshness to the historic brand. After delivering flowers for a century, the iconic FTD Mercury Man is a well-liked and recognizable figure. By leveraging the icon’s global awareness, the team developed an identity that was compelling, credible and immediately familiar.
Drawing from FTD’s strong black and gold equity, Soulsight introduced black as a primary color element on the package. The emphasis on black — an unusual choice for a flower company — created a simple and striking backdrop for FTD’s richly colorful floral arrangements. Each delivery now has a feeling of luxury.
We also revived the Mercury Man by reversing out the logo, making his known silhouette bolder and more dynamic.
Instead of using a traditional corrugated brown cardboard box to house the flowers, Soulsight transformed the outside of the shipper into a beautifully designed gift experience. The beautiful shipper also became an eye-catching advertisement – the ideal place to bring the brand icon to life.
We then created a unique floral pattern for the inside of the box and the bouquet wrap. The box was lined with gold organza and the Mercury Man made another appearance on the delicate gift cards and floral care booklet — creating a holistic premium experience.
We like to think that more people are being surprised by flowers. FTD is using the re-imagined Mercury Man to breathe new life into the brand, repositioning it within an ownable space in the market. Look for him as he makes his US debut on billboards, at trainstations and in print. The design system is also being adapted to Europe’s leading flower distributor (and FTD sister company) Interflora®.
> Download Printable FTD Floral Rebranding Case Study
To view more of Soulsight's work and learn how we can help your brand, visit our website portfolio.
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