Flowering the world

The marketplace for flowers and plants is changing fast. It is time for a new strategy, and a visual identity that suits the new goals of Royal FloraHolland. Royal FloraHolland, a cooperative of growers of flowers and plants, has been in existence for 117 years, having since developed into a global marketplace with 4,500 members. In line with the new strategy that was developed in 2015, Total Design came up with a new identity and branding. Together with Royal FloraHolland we presented the cooperative as a smart, innovative and ambitious organisation: Flowering the world, planting seeds of opportunity for our members.


Total Design

strategic direction
Bob Van der Lee
creative direction
Eddy Wegman
senior designer
 Dimitri van Loenen
Sander Puhl,
Chiara Verdoliva

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