Pilki becomes Floèm, and invites consumers to immerse in the rich tastes of nature.
Pilki was created to share Labrador tea and homegrown ingredients from across Québec. The company had seen accelerated growth in a relatively niche market. After teaming up with a new distribution partner and hoping to expand point of sales, the team was worried the previous branding wouldn’t stay in step with the new goals. The challenge: an extremely tough competitive landscape, including big players with bigger brands on one side, and non-local players with low price points on the other.
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Client
Floèm
Services
Audit and market trends analysis
Consumer insight
Brand positioning
Packaging design
Product communications
Team
Marie-Ève Caron, brand strategy
Caroline Reumont (Reumont Design), art direction
Sylvie Cloutier, naming
Véronique Gingras and Mélanie Franz, copywriting
Julie Charlebois, project management
Steve Desmarais, graphic production
Hans Laurendeau, portfolio photography
Vickie Rousseau, ingredients photography
Strategy
Pilki’s ability to stand out rested on highlighting what makes them unique in the market: carefully selected and harvested local ingredients, and inventive new flavour profiles that invite exploration. The call for a new name emerged quickly and early. Pilki wasn’t grounded in the company’s legacy or story, and we wanted their name to better reflect their values and offer. Inspired by the majestic natural beauty of boreal flora, Pilki became Floèm. With clear roots to their new brand promise, Floèm invites consumers to immerse themselves in the rich, wild tastes of nature.
Idea
Nature plays a central role in the brand image and packaging as well. The typeface is deliberately rounded to mimic the minimalist curves found in the natural world. Colours are softened, superimposed images show natural outlines. The overall effect mirrors the delicate peace of mind of the infusions themselves. Product names are simple and showcase star ingredients. The information hierarchy directs audiences to product details and the inspiring story behind the company.
Results
Floèm's new packaging platform paved the way for new listings reaching more than 300 points of sales.
