Our Creative Director, John, explained: “Our idea was to position Freddie’s as more than just flowers, or rather flowers that fulfil their full potential. Freddie’s supply chain only cuts flowers to order, massively reducing the wastage so common in the category.
“Their flowers travel from field to front door in 48 hours, ensuring long-lasting fresh flowers, and they are always sent unarranged with expert guidance included. This forces members to take time out to engage with the flowers.
“It creates a cumulative hands-on experience with nature, learning about the stems and their forgotten meanings.”
Expertly curated and responsibly sourced, empowering self-expression, delivering a restorative well-being ritual, and genuinely leaving a long-lasting impression? That’s real flower power.
A vibrant voice
As part of the strategic work, we also developed a clear verbal identity for Freddie’s, drawing inspiration in part from the creative floral figurehead that creates the arrangements – Freddie Garland himself. In 2015, Freddie started delivering weekly flowers in “a knackered old milk float” to his Mum & Dad’s neighbours. Since then, the business has grown to over 130,000 happy customers nationwide. It was our job to take his voice and mesh it with the brand strategy to create guidelines that can be written to by any content creator in the organisation. We defined an energising brand voice that stays natural and friendly. A voice full of vibrance, life, and quintessentially English expertise. The tone of voice is never elitist or superior. However, it’s not afraid to throw around the correct Latin names for stems or the odd historical reference either; we want members to feel Freddie’s enthusiasm for flowers. We’d never just call a daffodil a daffodil; no, they are the yellow trumpets of spring! And we’re dancing with delphiniums against a backdrop of roaring red snapdragons.
Alongside the brand strategy and verbal identity, we conducted an extensive brand code audit to discover gaps and areas for improvement in the Freddie’s brand toolkit. The audit covered everything from the logo, fonts, colour palettes, and packaging to new iconic brand elements like Freddie’s shed and even staff uniforms.