Romanian agency Rusu+Borțun repositioned Floria 

Cristina Blanaru Business, Digital & Media

Romanian agency Rusu+Borţun Brand Growers rebranded the online flower store Floria and signs the communication campaign for the new positioning. The digital component of the process, redrawing and rethinking website’s functions, is signed by  Rusu+Borțun Cyber Growers.

Fotograf Jonas Ljungdahl - Mockup

The rebranding came in a moment when Floria’s business achieved a maturity level and started to consolidate its presence on the local market, preparing investments of over Euro 200,000 by the end of 2015.

With the repositioning, Floria sides with the women public and becomes the brand that aims to inspire any man to be a gentleman. The repositioning is also expressed with the rethinking of the entire visual identity

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Along with the rebranding, Rusu+Borțun Cyber Growers reinvented Floria.ro online product, redrawing the graphic identity and rethinking the functions of the website. The platform was made in the same line with the new brand direction, including the new Floria colors (green and red), graphical elements declined within the new identity, and offering to the users a new experience on the website.

The new Floria positioning establishes more clearly who we are and who we are talking to. Rusu+Borţun managed to surprise, in the rebranding process and in the campaign they created, the most important details on what the brand means and who is targeting. Floria has now a well-defined identity, that makes it differentiate even better in its market, an advantage that also translates in business

Marina Matei

e-Commerce Manager Floria.ro

Rebranding is communicated through an integrated campaign signed by Rusu+Borţun Brand Growers.

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We built this rebranding on an already existing basis. Floria is a business that grew a lot during the last year and who needed a new identity, a strong one and able to insure its leadership in its category, by assuming a social role, to make men desire to be gentlemen (…)

Adriana Lungu

Executive Director Rusu+Borţun Brand Growers

The campaign takes place in October and November 2014, on TV – 3 TVCs – on radio, in print and online

The teams working on the project

  • Rusu+Borțun Brand Growers: Cătălin Rusu (Managing Partner & Creative Director), Mircea Crăciun (Senior Creative), Marc Borţun (Creative Partner), Andreea Țimpea (Ilustrator), Anca Uscătescu (Senior Graphic Designer & DTP), Andreea Boldeiu (Junior Project Manager) şi Adriana Lungu (Director Executiv);
  • Rusu+Borțun Cyber Growers: Dan Niculae (Digital Product Consultant), Gabriel Kirmaier (Web Designer) şi Ionuţ Maxim (Digital Copywriter);
  • Floria: Marina Matei (E-commerce Manager) şi Mihaela Novac (Consultant Marketing).