Before today’s consumers invest in a product or brand, they tap into an environment of influence that is made up of countless factors. The brand’s physical, digital, and sensory expressions all speak to the consumer - in each of his or her many dimensions as a person, citizen, employee, family member, activist and so on. Whether the brand is a company, institution or product, we understand that publics connect and make investments based on their perceptions.

Our consumer marketing professionals go beyond mere sales techniques to connect to customers - not just consumers - and match their perceptions with our client’s identity and image. We help turn family and friends into advocates for the brand and build enduring relationships that translate into long-term brand loyalty.

As communicators and advocates for our client’s products, we take into account the holistic picture from start to finish. From analyzing the client’s position in the market to directly addressing the needs and wants of their key publics, we use a tailored mixture of advertising, public relations and marketing communications to drive successful campaigns – campaigns that speak to both the consumer and the customer.

+ Issue
A holding company, backed by Heemskerk, a Dutch flower producer, approached Carré Noir London to develop the new name and identity for a new chain of flower shops they were looking to launch in the UK. Their concept was simple - flower shops of exceptional quality at great value.

+ Strategic Idea
Similar to concepts seen throughout Europe, the desire was to have an abundance of flowers, colors and smells out on the street. Carré Noir also captured insight into the driving forces behind flower-giving, knowing that people enjoy giving and receiving flowers for a variety of reasons. The creative team undertook an exhaustive search for a name that could reflect this, a name that could be easily understandable, fit into any High Street, easy to say, and of course able to register as a company and a web site. We chose the name "Because" and with this a whole communications vocabulary around the reasons for giving flowers.

+ Implementation
Our creative professionals created a logo to express the feelings around giving flowers - drawing the B of Because as a heart and using fuscia and aubergine colors together with silver for a feeling of aspiration. We created a wealth of 2D applications for the shop including stationary, packaging, message cards, price cards etc. Additionally, we designed the uniforms and web site.

For the retail facets of the project, we designed store interiors to be an oasis of calm and express the premium feel of the flowers. The use of wood, steel and water gives a very natural feel, and the especially designed counter provides a key focal point to the shop. In addition to this, we also created the print & radio ads, direct marketing collateral and sales promotion leaflets and planned the launch of the first shop.

+ Results
The first shop opened in April 2006 in Slough. Initial figures show that the concept has been very well received and future predictions are looking good. Additional trial sites are planned later this year, with an ultimate launch around the UK planned for 2007. It is envisaged that there will be over 30 Because shops by 2010.