With a new name and a bold new signature color, Dümmen Orange, an international floriculture company, needed a new brand expression to match. In just a few months, Big Red Rooster conceived and executed a completely fresh brand platform and launch campaign bursting with energy, beauty and substance—one that resonated instantly not only with the company’s leadership and associates, but with its diverse, global audiences.
We began by applying what we learned about the brand and our collective creative vision to embody a new brand expression that would answer Dümmen Orange’s request for a truly unique brand experience grounded in meaningful values and a genuine passion for their work. We pushed the vision to its fullest potential—extending its vibrant, fashion-forward new look and feel to everything from its logo, graphic elements and photography, to its brand voice, mission, tagline and company values.
Dümmen Orange’s new logo emerged anchored by an iconic “O” composed of many petal/leaf shapes representing the union and continued success of the now unified master brand. We crafted a new accompanying tagline, For You, which instantly captures a sincere, universal expression—often shared with a gift of flowers—that speaks to the very heart of their mission. Rendered in its signature orange color, the logo, company name and tagline together create a powerful statement about the brand’s history, purpose and personality.
Because this launch also marked the company’s transition from a collection of acquired brands to one master brand, we developed a supporting brand transition strategy to govern the smooth rollout of the new identity across all entities.
With the brand platform fully realized and launch strategies firmly in place, we translated this foundation into a full suite of collateral elements to support the transition to the new name and identity—including a detailed brand style guide, brand presentations, a signature corporate brochure and a teaser video. We also consolidated seven existing websites, reimagining a disparate online presence and developed a whole new design from the site-map up. The result is a streamlined, visually rich and responsive website that showcases the new brand voice and style—and the spectacular beauty of Dümmen Orange’s products—through a meaningful and memorable user experience.
The brand launched with rave reviews from employees, partners and customers alike. And, we continue to support Dümmen Orange in their ongoing global marketing efforts as their agency of record.