Royal FloraHolland

Rebranding one of the world’s biggest marketplaces for flowers

Royal FloraHolland, a cooperative of growers of flowers and plants founded in 1901 and now a global marketplace with 4,500 members and an annual turnover of 4.5 billion euro.

Royal FloraHolland, a cooperative of growers of flowers and plants founded in 1901 and now a global marketplace with 4,500 members and an annual turnover of 4.5 billion euro.

The cooperative aims to be and be perceived as smart, innovative and ambitious, “Flowering the world, planting seeds of opportunity for our members.”

In line with this and their new market strategy, Total Design created a new brand identity and design. We worked with most touch points of the brand including logotype, photo style, iconography, communication and digital touch points.

‘It’s so nice to formulate and introduce a brand identity for an organisation with so much history. All those different stakeholders to consider, and still we hit the bull’s-eye…’

Katja Bouwmeester, Communications Media Manager at Royal FloraHolland

'It felt like coming home when I saw it. So logical, simple and beautiful – just clicked right away with me. It was special.'

Lucas Vos – Royal FloraHolland