T H E FA N TA SY FA R M S

PORTFOLIO OF BRANDS

I D E N T I T Y P R E S E N TAT I O N

1.0
FOUR BRANDS
O N E FA M I LY

FA N TA SY FA R M S
INTRODUCING
THE FANTASY FARMS
PORTFOLIO OF BRANDS
Farm direct flowers are a sight to behold.
The Fantasy Farms portfolio of brands are
dedicated to showcasing the beauty of
flowers with the world.
THE BRANDS

COMMODITY GOODS SERVICE EXPERIENCE

FANTASY FARMS DSD (DIRECT STORE DELIVERY) 48 FRESH BUCKET OF FLOWERS

Provides fresh flowers for Large Provides fresh flowers and displays An Occasional/Seasonal flower Subscription based fresh flower
Retailers such as Walmart and for retailers such as small grocery delivery business focused on delivery service for homes and
Sams Club. and convenience stores, seasonal flower gift giving. offices.
BRAND
POSITIONING

FANTASY FARMS

Fantasy Farms is a grower, importer and provider of

turnkey, sustainably grown, farm direct flower distribution
programs for national retailers.

Utilizing exclusive shipping, packing and logistics

techniques Fantasy Farms is able to deliver the freshest
flowers in the industry.

A wide portfolio of products, along with experience

developing and delivering programs for the largest
retailers in America allows Fantasy Farms to provide its
BRAND
POSITIONING

DSD (DIRECT STORE DELIVERY)

DSD is a grower, importer and provider of turnkey,

sustainably grown, farm direct flower reseller programs
and displays for shops, grocers and specialty retailers.

DSD empowers retailers with the products and expertise

to become a flower destination for shoppers while also
enhancing the beauty, and elevating the standards of
their retail environments.

Utilizing exclusive shipping, packing and logistics

techniques Fantasy Farms is able to deliver the freshest
flowers in the industry in a program that is easily
maintained by staff.
BRAND
POSITIONING

48 FRESH

48 Fresh delivers sustainably grown, farm direct flowers

to consumers for seasonal or occassional gift giving.

Utilizing exclusive shipping, packing and logistics

techniques Fantasy Farms is able to deliver the freshest
flowers in the industry.

This maximizes the beauty and shelf life of the flowers

and ensures happy satisfied recipients.
BRAND
POSITIONING

BUCKET OF FLOWERS

Bucket of Flowers brings interiors to life and the beauty

of fresh flowers to the everyday by delivering ethically-
sourced, fresh flowers direct from our own farm to any
home or office.

BOF has pioneered exclusive delivery, logistics and

packaging techniques to ensure flowers are transported
as quickly as possible from farm to doorstep. This
maximizes their beauty and ensures that we have the
freshest flowers and happiest customers in the industry.

Flowers aren’t just for occasions anymore. Our stunning

flowers, arrangements and packaging combined with a
convenient subscription-based service makes it easy for
anyone to enjoy the elegance of fresh flowers in their
home or business throughout the year.
BRANDS WITH
SOMETHING IN COMMON

While the target audience, market segments,

and offerings differ among the brands there
are areas of commonality within the brands.
They include:

Farm Direct
Freshness
Beauty
Ease

The brand must look for opportunities to

leverage these qualities and attributes and
align them in the brand executions. Color,
imagery and typography can be used across
the brand to unify components while allowing
each brand to have its own distinct identity.
COMMON BRAND ELEMENTS
Color palette reinforces freshness, ease and beauty Typography is simple, clean, easy to read

COLOR TYPOGRAPHY

GOTHAM

AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz

AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz

AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz

MINION PRO

AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz

AaBbCcDdEeFfGgHhIiJjKkLlMmNn
OoPpQqRrSsTtUuVvWwXxYyZz
BRAND IDENTITY WORK PRODUCT
Common typography and elements provides structure
and unity while allowing for individuality.
NAMING
CONVENTIONS

Consideration must be given to the naming convention for each

brand. Where appropriate it may be necessary to indicate flowers
or farm direct to reinforce these messages. Below are some
example solutions for developing a naming convention across the
portfolio of brands.

FANTASY FARMS DSD 48 FRESH BUCKET OF FLOWERS

FINE FLOWERS FLOWERS FARM FLOWERS FARM DIRECT

FANTASY FARMS DSD 48 FRESH BUCKET OF FLOWERS

FLOWERS FARM FLOWERS FARM DIRECT DELIVERY FARM FRESH
 FANTASY FARMS
BRAND IDENTITY DEVELOPMENT
CONCEPT 01
 DSD
BRAND IDENTITY DEVELOPMENT
CONCEPT 01
 48 FRESH
BRAND IDENTITY DEVELOPMENT
CONCEPT 01
 01
TIPS TO KEEP YOUR FLOWERS

LOOKING BEAUTIFUL

Demquidestri in tuis caedo, quidefaut L. Volutuidi prendium perenatium omno.

Omnin su moves sena, dea ocula L. Fultur habunum Romne ad ia nordio tericae

TIPS TO KEEP YOUR FLOWERS demquam quid iam nos confes occieritu vistemnir querra ma, nenatrartis orum ad

LOOKING BEAUTIFUL C. Pio hoc forunte rfirmil virmis factume tartus vivivena, C. Viris,
CONCEPT 02
 HOW TO KEEP YOUR FLOWERS
BEAUTIFUL

Demquidestri in tuis caedo, quidefaut L. Volutuidi prendium perenatium omno.

Omnin su moves sena, dea ocula L. Fultur habunum Romne ad ia nordio tericae
demquam quid iam nos confes occieritu vistemnir querra ma, nenatrartis orum ad
C. Pio hoc forunte rfirmil virmis factume tartus vivivena, C. Viris,
 BUCKET OF FLOWERS
BRAND STRATEGY DEVELOPMENT
THE FLOWER INDUSTRY
RIPE FOR INNOVATION

The flower industry as a whole has stagnated.

Growers and wholesalers have consolidated,
many local florist have gone out of business
INDUSTRY OVERVIEW
and now large numbers of customers buy their
flowers at a mass retailers or grocery chains.
Online retailers such as FTD control the bulk
of the delivery business but use an antiquated
service model, focus on speed of delivery
over quality and charge high delivery fees
for a product of lesser quality resulting in a
lackluster customer experience.

These circumstances have left consumers

with less choice and limited options for
fresh flowers. This represents a tremendous
opportunity to reinvent the flower delivery
business model and experience while
reinvigorating the industry.
COMPETITOR ANALYSIS
CATEGORY COMPETITION
FTD
Large brand with great brand recognition. Very occasion based
or gift giving. Emphasis on speedy delivery at a premium. Low
quality product leads to some customer dissatisfaction.
1.800.FLOWERS
Large brand with great brand recognition. Very occasion based
or gift giving. Emphasis on speedy delivery at a premium. Low
quality product leads to some customer dissatisfaction.
PRO FLOWERS
Large brand with great brand recognition. Very occasion based
or gift giving. Emphasis on speedy delivery at a premium. Low
quality product leads to some customer dissatisfaction.
COMPETITOR ANALYSIS
DIRECT COMPETITION
FARM GIRL FLOWERS
This start-up brand is doing many things well. A unique
packaging concept. Seasonal designs. Very active on social
media. Strong emphasis on US grown farmers and flowers.
Brand has a definite style and approach.
THE BOUQS
Most direct competitor in terms of brand concept.
BLOOMTHAT
Emphasis on handcrafted curated easy. Limited delivery
locations. A unique package similar to Farmgirl. Ease of
ordering from website or app.
LANDEAU
Well designed packaging. Premium pricing. Limited Delivery
locations. A small scale operation.
COMPETITIVE ANALYSIS

COMPETITIVE ANALYSIS
WHAT ARE COMPETITORS WHERE ARE COMPETITORS
DOING WELL? FALLING SHORT?

Fast Delivery Occasion Based

Easy Ordering Expensive $78-$250

Tasteful Packaging Speed Over Quality

Farm Direct Limited Locations

Modern Design Limited Styles

Curated Options Unsatisfied Customers

Social Media Overwhelming Choices

Small Scale
WHERE ARE
THE OPPORTUNITIES?

Affordable Luxury Social Media

Everyday Usage Engaging Experience

High Quality Design On Trend

Delivery Anywhere High Customer Satisfaction

Scalable Model Subscription Service

 MORE FRESH

POSITIONING
MAP

LOCAL
FLORIST

LOW PRICE HIGH PRICE

LESS FRESH
WHY SUBSCRIPTION?

Consistent revenue stream throughout the year.

Unaffected by seasonality and times of low/high demand.

Convenience for customers.

Higher Level of customization.

Opportunities for engaging brand experience.

Differentiation from other brands and services.

Allows lead time for 1 week transportation to ensure highest quality product.
TARGET AUDIENCE
DESIGN SAVVY
EMBRACES CONVENIENCE
HOME AS SANCTUARY
SEEKS OUT DESIGN INSPIRATION

CONSUMER PROFILE
GOOD DESIGN AS A LIFESTYLE
DESIGN FOR BUSINESS
WILL TRY NEW THINGS
TARGET SUMMARY BUSINESS
ENVIRONMENTS

DESIGNER
DECORATORS

HOME
DECOR
BRAND TRUTHS

Flowers aren’t just for special occassions,

they bring beauty to everyday life.

Farm direct flowers are better in every way.

Everyone can enjoy fresh flowers.

POSITIONING STATEMENT

Bucket of Flowers brings interiors to life and the beauty of fresh flowers to
the everyday by delivering ethically-sourced, fresh flowers direct from our
own farm to any home or office.

BOF has pioneered a proprietary delivery, logistics and packaging to ensure

flowers are transported as quickly as possible from farm to doorstep. This
maximizes their beauty and ensures that we have the freshest flowers and
happiest customers in the industry.

Flowers aren’t just for occasions anymore. Our stunning flowers,

arrangements and packaging combined with a convenient subscription-based
service makes it easy for anyone to enjoy the elegance of fresh flowers in their
home or business throughout the year.
 BUCKET OF FLOWERS CUSTOMER JOURNEY
& BRAND EXPERIENCE MAP

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HIGHS

LOWS

01 02 03 04 05 06 07 08 09 10 11 12 13 14 15
RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS RECOMMENDATIONS

Initial contact with the brand should delight
the senses. The beauty of the arrangement
should be show-stopping to engage
the viewer.
This is a possible pain point for the brand.
Curiosity can quickly turn to doubt if
skepticism and concerns are not addressed
immediately. Make the brand approachable.
Don’t hide information.
This junction offers a tremendous opportunity
to allay concerns and provide reassurance
and guidance.
Shop by decor style is a key differentiator for
the brand. Also, an opportunity to Identify
business or residential and accommodate/
service each.
The brand needs to accommodate choice and
customization to a point. It needs to lead to
finalizing a subscription service. too much
choice can become overwhelming. May need
testing to find the right balance.
Provide the opportunity for a single order or
subscription service. Look for opportunities
to create incentives for subscription sign up.
It’s important to provide reassurance at this
stage particularly for non-professionals.
Also, make order/checkout it as visual as
possible so the customer can clearly see what
they’ve ordered and when it will be delivered
at a glance.
It needs to be simple enough to alter/
change/update a delivery schedule from a
mobile device. This will add a high level of
convenience. Many services make it as easy
as 1 click to delay delivery for a week.
Critical at launch to provide opportunity
to invite friends or network to the service.
Providing a discount for referred sign ups
is often used.
Clearly outline the delivery schedule and
process. What is happening at each stage. A
great time to educate as well.
Provide updates at every phase. Build
anticipation. Look for opportunities to make
updates interesting and educational. This
is a great opportunity to educate on flower
types, care, the farm, sustainable farming
practices etc.
Delivery alerts keep customers informed
and limit situations where flowers sit outside
in the heat.
The brand needs to look for opportunities to
surprise and do the unexpected. Subscription
models tend to lose sight of this once they
have captured customers. The brand needs
to continue to delight customers to keep
them engaged.
Flowers enhance any space they are used Find ways to capture reviews of the flower
in. Give customers the opportunity to delivery service for use on the website. It’s
showcase their home/flowers. Run contests important to create a program that rewards
and showcase customer homes/offices in their loyalty.
newsletter/blog/communication. Professional
photos are great but there’s an authenticity
to customer images.

PHASE OF THE JOURNEY

ANTICIPATION RESEARCH SIGN UP EVALUATION SHOP ORDER VS SUBSCRIBE SUBSCRIBE SETUP PAYMENT SHIP UPDATES DELIVERY OPENING USE/SHARE REFLECTION

TOUCH FIRST CONTACT ONLINE SEARCH LANDING PAGE DESIGN SURVEY SHOP VIEWS DELIVERY SCHEDULE SETUP OPTIONS PAYMENT OPTIONS: PREPARATION FOR SHIPPING STATUS UPDATES DELIVERY OPTIONS SURPRISE & DELIGHT EVERYDAY Rewards/Loyalty Program?
POINTS
How can we anticipate contact with the Where will they see/hear about the brand? Clear, bold positioning message front and 1 Residence or Business Limit Choices to the most relevantand Provide a calendar view For multiple arrangements the ability to Credit Card Ways to get the farm involved: Schedule/coordinate delivery times Delivery Alert via text message or email How do we keep up the surpise factor when Social: Ways to extend the experience beyond
brand both offline and online? flower search center “We’re changing the way you buy guide/lead the process. Make it Visual stagger delivery dates? Perhaps by room? Paypal note from flower picker emailed? with Fedex. delivering monthly? final delivery.
decorating tips and decorate with flowers” Provides clear 2 Shop by design style and fun. Simple Delivery Choices other? included in package? Schedule/coordinate delivery times Flower Care:
Is there something on the actual flowers? a Pinterest differentiator when comparing against This could just be a set of collages/mood every, two, four weeks Weekly, monthly or quarterly delivery option exact date and time picked? Login and see where your flowers are at with Fedex. Free gifts occasionally keeps anticipation Provide clear instruction on care and Tell us what you loved
way to share one flower? Always include a HGTV? another website or florist. Remember they boards and you just pick one. Keep it simple. specific weeks Pay with rewards? any moment. level high. maintenance, perhaps via app but also
small tastefully designed tag in case someone blogs might be cross-shopping. Shop by: Opportunity to delay/change/update every order gives you $5 Flower Care Kit Text message add-on apps/services included in the shipment. a quick reference Reviews:
is interested? local news Perhaps What they like and also what Color Delivery times subscription easily. (accumulate rewards dollars) (Scissors, apron, watering can?) Tips for Flower care included in email updates Do the unexpected. guide would suffice. Leave a review and receive 15% off
Decorator/Interior designer they don’t like? Decor Style (7-10am 10-2pm 4-6pm) Should this be a surprise? Refer a friend (they use a personalized promo
How do we share the beauty of flowers? What are the pain points for flower Flower Types simple 1 click button to delay delivery for a Option to invite a friend (get $10 or free Does it come with first order? Education on flower types, farm, Seasonal gifts Sharing on Instagram, twitter, pinterest, code unique to your account) and earn
What kinds of topics will they be shopping? Address them immediately. Your own flower shop based Set up Text messages and/or email week or other options? month etc.) after payment. sustainability. design blogs, sites points/discount
What will they notice/feel if they see the researching to come across the brand? 3 Let us help you (live chat, call) on notifications Share their flowers online: facebook,
flowers in context or online? decorating Too expensive taste Tell the farm story, how their payment help Decorating tip included with updates. instagram, twitter etc. Run targeted engagement campaigns aimed Opportunities to share on social media
flower arrangements show typical pricing for decorating an: Commend them on their selections/choices farmers, workers, encourages sustainable at design industry professionals, hospitality
flower delivery office 4 Skip and Proceed to Shop Additional category options farming practices. create a video or photo of opening your industry professionals, boutique hotels etc.
Promotional ideas: vases small apt Curated Flower Shop We will review your order and make any flowers contest.
decorating with flowers home Guest Designer suggestions if needed. Always look for opportunities to invite or encourage sharing on various platforms
Focus on Target audience in Miami for testing creative flower arrangements Seasonal gift within the customers network. send a picture of your bouquet whoever wins
and launch. centerpieces Choose your own price point starting at $XX Popular/Trending gets a special gift/bouquet
flower delivery per arrangement Size of home/office
Focus on places where design/decor interior design Create a pinboard on pinterest
decisions are made. flower inspiration multi-tiered membership options (price, Social Component: best one wins a free week of flower orders
flower service frequency, accessories) A way to see what others have done? (under $X)
When clients make a purchase at a design flower bouquets Share?
district retailer they send customer a free gift ideas I’m not a pro *Get an opinion on your choices? Customized your flowers tag a photo of
baby bucket with subscription info. win/win. beautiful flowers Software helps guide your custom bouquet for a chance to be
roses delivery We’ll provide suggestions Ways to visualize selections: featured and win something // who’s the best
Pop up Shop high traffic areas or relevant florist Call us for help See all your choices together flower designer
events. (Art Basel, Design District) DIY flower ideas Set it and forget it Mood board
How it works together (like an outfit or Best before and after pic: Have a weekly
Large paper flowers take over parts of the Subscription commitment design mood board) before and after flowers contest. winner gets
city to show the beauty of flowers Sign up and sample a “baby bucket” free flowers for a month
Try it out cancel anytime
Flower covered billboards Try it for one month for $XX Show Decor type elements/room scenes ORDER PAYMENT Monthly contest for a free bouquet
Sign up get free gift alongside to provide additional context. “Like’ and Share BOF facebook post with
Wall of flowers... encourage potential friends, person with the most shares/reach or
customers to take one rose with subscription likes will get a reward
coupon. Product Satisfaction Clustering/Bundling Opportunities:
Farm Direct Flower Care Kit Show your inner interior designer and share
No warehouses, middle men Gift a friend with us your floral decorations. Winner will be
Social: Freshness Guarantee Gift subscription DELIVERY SCHEDULE PAYMENT OPTIONS: featured and get 15% off next payment.
Environmental Factors (packaging, farming,
Tips for decorating with flowers and sustainability, carbon footprint) Delivery Choices Credit Card
wsprucing up your home interior Add ons: Paypal
Our Freshness Guarantee Additional Vases Delivery times
Show your flowers If these are not the best freshest flowers we Seasonal items (7-10am 10-2pm 4-6pm) Important: Need to develop ways to create
will send replacement immediately Custom Wraps an incentive to subscribe vs. regular order.
Before/After timelapse of a living room Complimentary items Set up Text messages and/or email
money back guarantee notifications Subscribe and receive large discount
Show new arrivals to the shop, highlight or store credit opportunity Customization:
attributes Explore ways with bucket design to easily Emphasize: Cancel anytime
customize the bucket. Perhaps paper wraps
Flower Feature Sign up: around the bucket. Seasonal patterns etc. Show them discount, Your order total would
Sign up for Newsletter for design inspiration flowers as a bundle DIY project be $X amount if you subscribed
Flower of the Month and tips on decorating with flowers. other benefits

Upgrade Subscription: Pro account.

Perhaps for design professionals?
One on one help with a professional?
 BUCKET OF FLOWERS
BRAND IDENTITY DEVELOPMENT
CONCEPT 01
 TIPS TO KEEP YOUR FLOWERS

LOOKING BEAUTIFUL

Demquidestri in tuis caedo, quidefaut L. Volutuidi prendium perenatium omno.

Omnin su moves sena, dea ocula L. Fultur habunum Romne ad ia nordio tericae

demquam quid iam nos confes occieritu vistemnir querra ma, nenatrartis orum ad

C. Pio hoc forunte rfirmil virmis factume tartus vivivena, C. Viris,

 BU C
FA R
KET
M D
IR
of
ECT
DEL
IV E
FL O
RY
WE
RS

BUC KE T of FL OWER S

BUCKET OF FL OW ERS BUCKET OF F LOW ERS BUCKET OF FL OW ERS BUCKET OF FL OW ERS BUCKET OF F LOW ERS BUCKET OF F LOW ERS BUCKET OF FL OW ERS BUCKET OF FL OW ERS BUCKET OF FL OW ERS BUCKET OF F LOW ER S

BUCKET OF FL OW ERS BUCKET OF F LOW ERS BUCKET OF FL OW ERS BUCKET OF FL OW ERS BUCKET OF F LOW ERS BUCKET OF F LOW ERS BUCKET OF FL OW ERS BUCKET OF FL OW ERS BUCKET OF FL OW ERS BUCKET OF F LOW ER S
 THANK YOU!

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