Floral

Context

With the third generation of the Charbonneau family firmly in place, Floral is capitalizing on this new entrepreneurial momentum to unveil its new brand identity.

"Floral sells gardening products, including indoor potting mix, lawn soil, black earth, garden soil, cedar mulch, decorative stones, compost, manure, and gravel. Primarily in the winter, we are a wholesaler of heating products like firewood, kindling, and eco-friendly logs," emphasized Jennifer Charbonneau, Chief Operating Officer of Floral.

"For my brother and me, it was important to take the company into our own hands, to bring a breath of fresh air, both in operations and marketing for the coming years. We have big ambitions and feel that Macadam has all the tools to support us in this growth," continues Jennifer Charbonneau.

"Before diving into creation, we wanted to gauge the needs, perceptions, habits, barriers, and analyze Floral's flourishing past. A series of individual interviews with employees, customers, and suppliers allowed Macadam to enrich the new brand identity," explains Marc-André Beauchemin, partner at Macadam.

"We came up with the idea of using the 'F' of Floral as a symbol rather than within the logo itself. Friendly and accessible, it represents the fusion of three concepts: the seal of quality, the flower, and the F of Floral. The new, unique, and modern sans-serif font contrasts well with the rather refined symbol," concludes Charles Daoud, designer and typographer.

The website is currently undergoing a makeover!