Changing a brand’s identity isn’t a novel notion. However, a 27-year-old brand doing so raises some concerns. Isn’t that so? We’re talking about Ferns N Petals, India’s most popular gifting business, changing its name to FNP, changing its logo, etc.
Ferns N Petals is the oldest flower-giving company in the world. It was the first brand to arrange the disorganised floral mandis and build high-end flower retail storefronts. With time, it grew to be the most popular flower brand globally, expanding into the internet realm as well, and every component of the company spoke the flowery language.
But, as they say, the only constant in life is changes. Ferns N Petals expanded its offerings to include Cakes, Plants, Personalised Gifts, and Chocolates, to mention a few. Surprisingly, cakes as a present category have begun to provide around 40% of the company’s profits in recent years. The transformation from a “simply a flower” brand to a multi-category giving brand had already begun, with the other categories also contributing. Also, because the term Ferns N Petals is more flowery, a sub-category agnostic brand name was required. As a result, the new brand ‘FNP’ was born, repositioning itself as a one-stop-shop for all gifting needs.
Although the necessity for repositioning is obvious, why modify the logo? The former logo featured floral parts that formed a bouquet, while the new one featured a present box that speaks the language of gifting. The gift box quietly conveys that FNP is much more than a flower shop, with many choices to meet all of your giving needs, regardless of category. The new logo was produced to exhibit continuity with the brand concept and vision and complete the repositioning and rebranding loop.
What’s new and better this time? Brand FNP is more than simply a one-time event brand. However, a brand that encourages the expression of emotions. Everything that happens at FNP is based on emotions. To help spread the word, the firm has enlisted the help of Anil Kapoor and Janhvi Kapoor as brand ambassadors. The two have an extremely tight relationship, nearly as close as a father and daughter relationship. Gifting is all about emotions, no matter what the occasion, and that is precisely the plot for FNPs TV Commercial featuring Anil & Janhvi Kapoor. To understand how FNP has developed as a new-age giving brand, watch the TVC here.
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