Bloom & Wild has reinvigorated flower (and updated) giving and getting in Europe. Its “thing” is innovative and uplifting products delivered in thoughtful ways. Mother Design has now given the company the branding it deserves. Other, the newest addition to the Mother Family (more about this new indie creative agency if you scroll to the bottom of the story), has given it the campaign it needs to keep its popularity surging.
“The business of flowers is built on care and in the world of flower branding, that has traditionally meant sweet messaging in a pink world. Limited and somewhat outdated depictions of femininity flood the market today, which is why it felt like the perfect time to refresh Bloom & Wild’s design elements to better represent their customers; the Care Warriors,” the agency explained.
Mother Design and Other inherited the Care Wildly platform from Bloom & Wild’s first creative agency. They wanted to build a brand world that balances both the qualities of the product and a bold, down-to-earth character driven by the customers who use it.
Kirsty Minns, creative director at Mother Design, explained, “Through honest photography, a charismatic tone of voice and bold graphics, a strong sense of modern femininity can be felt within this digital-first brand. Throughout the design system we wanted a visual tension between a stripped back confidence and a warm sense of humanity.”
The new brand system is designed both to represent and inspire Bloom & Wild’s Care Warriors and will be launched in the UK, France and Germany over the coming months.
The Care Wildly creative platform will be debuted in the brand’s new TV campaign, created by Other in parallel to Mother Design’s brand refresh. Other won the business for the challenger brand in a competitive pitch. This is its first work for the brand. It celebrates the raw, honest and unbridled care that sits behind the flowers people send to those they love.
The agency explained, “In the category care is traditionally shown as something soft, clichéd and passive. But when you sidestep the cheesy, cringeworthy and all too perfect image of care that’s been packaged up to us, it’s not actually like that at all. In 2020 we’re seeing that care is actionable and strong. And it doesn’t just look sweet. It can be brave, vulnerable, creative and fierce. In fact, there’s an entire army of Care Warriors out there.”
The campaign bucks the trend of the category by never showing the receiver of flowers, instead focusing on the intense moment a sender is looking to send flowers to a loved one. The new platform was shaped by how Bloom & Wild does business every day. It’s the first company to recognise certain category peaks, such as Mother’s Day, could be tough for customers. So, it allows them to opt out of reminders around certain calendar dates. And this led the company to create The Thoughtful Marketing Movement, which now has over 130 brands as members.
Bloom & Wild brand and communications director, Charlotte Langley, commented, “Our new Care Wildly platform is inspired by our wildly caring customers who are there to celebrate the highs and step up for the lows in life. So often our category is guilty of only presenting smiling women with perfect lives. And to be honest, we haven’t done much to challenge that to date. With our new Care Wildly platform we want to honestly reflect the complex, supportive and beautiful relationships and moments we choose to mark by sending flowers.”
Other creative leader, Kyle Harman-Turner, added “Bloom & Wild cares wildly for its customers. The founder went around London measuring different letterbox sizes to ensure that the product would deliver just right. They even have a job title of Customer Delight Lead, for goodness sake. Fuse that with Other, who cares wildly about making work that resonates with real people and pushes past the category cliches, and we’re setting out on an exciting journey together. Care Wildly is a platform that can live for the next ten, twenty years. Even beyond. Don’t just send flowers. Care Wildly.”
To continue to show its commitment to those who care wildly day in day out, Bloom & Wild is also announcing a partnership with Carers Trust, the UK’s leading charity for unpaid carers. Carers Trust works to improve support, services and recognition for unpaid carers across the UK. Bloom & Wild will be supporting its work by donating 15% of profits from every Florist’s Pick bouquet sold.
Care Wildly will run in the UK, before expanding to other European markets next year.
Credits Brand Design
Brand: Bloom & Wild
Project: Bloom & Wild brand refresh
Client: Zoe Marie Williams, Head of Creative, Bloom & Wild
Studio: Mother Design
Brand: Bloom & Wild
Production: Academy Films
Director: Jack Driscoll
About Mother’s Other agency:
Mother has given birth to a new independent creative agency, Other, to better reflect new circumstances for businesses and consumers. Located in the Mother family home on Redchurch Street, Hackney, the fledgling agency will report to global chief executive officer, Michael Wall, and Mother founder, Robert Saville. Creative lead is Kyle Harman-Turner (previously of Mother). Business lead, Paulo Salomao (formerly of Wieden + Kennedy), explained, “The focus of this new entity shouldn’t be on us as individuals, but instead be about the other direction we’re facing together. There’s never been a more important time for independent creative agencies to be helping brands. We can do that by seeing this new world with bright, innocent energy and be ready to express strong opinions about a brand’s role within it.”