LUXURY DELIVERED

Consistent, high-end floral bouquets on a national scale had never been done, until Kalla. Our team worked with Pro Flowers to launch an entirely new brand, product offering and delivery service targeting affluent, style conscious gift givers. Concept to product launch in 10 months.

 

ROLE
Executive Creative Director
Pitch, scope, team
Concept and strategy
Hands on guidance on visual, XD, copyCreative/ dev team working model

  Product detail pages were treated as visual center stage, fusing product and detail, creating a landing and launching pad from social media

Product detail pages were treated as visual center stage, fusing product and detail, creating a landing and launching pad from social media

Design language of pattern contrasting organic extended across site, packaging, stationary, even chocolates

COMPONENTS:
Brand Identity
Packaging
DesignResponsive commerce site
Social Strategy & Go-to-market Playbook

  Early UX exploration revealed a unique opportunity to move personalization of the delivery moment into product browsing. Insight informed through consumer research and targeting of "social cultivator" motivated by the act of gifting with personalization and authenticity.

Early UX exploration revealed a unique opportunity to move personalization of the delivery moment into product browsing. Insight informed through consumer research and targeting of "social cultivator" motivated by the act of gifting with personalization and authenticity.

  Sample of packaging and brand collateral, care instruction cards

Sample of packaging and brand collateral, care instruction cards

  Personal reward, ten months after program pitch, my own first physical product order arrives (fastest idea to full-launch in career)

Personal reward, ten months after program pitch, my own first physical product order arrives (fastest idea to full-launch in career)

RESULTS
On-target,  on-budget service launch in Miami market
Immediate aquisition by FTD of Kalla and parent company Pro-flowers