The product idea is based on taking an advantage of Colombia’s strong position on the floral market abroad, and through it try to appeal to a new niche based on exporting organic-grown flowers. The idea would focus on building a strong brand around the product with the help of a solid communication strategy that could align and bring together both customers and the farmers back in Colombia.
The metaphor would be based on making an image out of the core of our product and everything would be build around that natural, organic image of our product. Therefore, the image of a blooming seed that slighty shows the Colombian flag would be used.
The color green would play a central role in our image, while the packaging and all the advertising goods would be done in recycled, natural materials, while still keeping it stylish because the customer abroad is supposed to be more upscale. If it’s possible, the use of scents and sounds would be used as part of the environment building of the product. Also important, we would strengthen the bond between the local farmers and the customers through a system of recognition of the place the flowers were planted and a program that facilitates the adoption of land in Colombia to continue growing organic flowers.
Image from: http://www.daveskitchen.com/farmers-market/flower-market-borough-hall/
