Fluent in Flowers
Serenata needed to reposition themselves in the market and create their own clear purpose that would resonate with their core audience of 25-40 year old metropolitan purchasers. With an already established brand, Serenata required an evolution that would move them into the future, whilst remaining rooted to their widely renown brand.
Through a series of brand workshops, customer interviews and real-world market research, LoveGunn gained key insights into consumer purchase intentions, search focused behaviours as well as trends that are impacting the industry. This research informed how we created a new brand positioning for Serenata around a love language for connecting with nature, others and ourselves.
Our strategy focused on 3 key pillars: Creativity & Artistry, Value & Care and Community & Inclusion. This allowed the Serenata brand to build a robust brand story and activate across a number of new audiences, social spaces and begin to form their own communities.
LoveGunn developed a new sophisticated lead colour palette which included a pop of ‘hot coral’, ‘forest green’ and ‘mist’ alongside an elegant new typeface pairing of Conso and Lota.
The new langauge of love positioning is brought to life through a modern art direction style inspired by both fashion and interior design. This has been adopted across website, socials, campaigns and emailers alongside a new calligraphic illustration style.
LoveGunn have carefully evolved the Serenata brand to position itself as a creative, lifestyle led brand whilst retaining its deep authentic connection to the natural world through the beauty of plants and flowers.