The goal of Hallmark Flowers was to position itself as the expert source in the home delivery floral category. Their brand strategy was to deliver the Hallmark "message" at each consumer touch point. The touch points that people encounter at Hallmark are the actual Hallmark stores, online, through direct marketing and beautiful packaging & user product experience.
(this case study also includes step 9 - choosing best solution and activating it)
A range of customer "experiences" were developed to reinforce the "sharing and caring" of Hallmark's brand. The identity needed to be simple and emotionally powerful. To achieve this, packaging and product experience was the main focus.
To help visualize the Hallmark Flowers brand, they made a style guide that consisted of the following images
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