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Season 5 Businesses Makeover

November 25, 2020

Longstanding Flower Shop Freshens Up with Brand Makeover

After 31 years in the floral business, Charlotte Herlong and her son, Michael, understand the personal side of sending flowers. As co-owners of Fresh & Fancy Floral Design Studio, they take great pride in creating custom flower arrangements for every occasion and milestone in their village of Fredonia, NY. But as lovely as their bouquets are, their brand wasn’t keeping up with the changing times. “We need to be in step with the millennials and beyond, says Charlotte. We need fresh eyes and a new perspective.”

Over the last several years, florists have faced mounting competition from online aggregators and retail stores expanding into the flower business. To make matters worse, many flower shops have simply caved to joining wire services to generate online demand, leaving them stripped of their own branding, let alone profits.

When Fresh and Fancy was selected to be featured in Deluxe’s original series, Small Business Revolution, the Herlongs were ready to embrace a new look and feel of their beloved shop to stand apart from those posing as florists.

Elevating the brand with a modern twist

In order to understand what needed to stay vs. what should evolve, the logo design team at Deluxe worked with the Herlongs to outline a strategy that would pay homage to their legacy, yet modernize the three-decade business whose branding had virtually been untouched.

Fresh & Fancy’s Original Logo


To convey the shop’s artistry and highly personalized service, Deluxe developed four concepts for the Herlongs to consider. Each idea offered a fresh, modern look that would scale easily across their business, from a greeting card to their delivery van.



Ultimately, Charlotte and Michael were drawn to the design below, which features a rustic chic look, and a new qualifier – Floral Design Studio – to further express their expertise.

Fresh and Fancy’s New Logo

Applying the new brand across the business

With a new logo in hand, the team from Deluxe applied Fresh and Fancy’s branding across a hand-selected list of apparel, promotional products, retail packaging and print marketing materials. These solutions not only increase awareness for the shop, but also provide a cohesive look at every customer touchpoint online, in-store, and out on delivery.

Apparel for staff in the shop and delivering arrangements  

Promotional products offer giveaway and sales opportunities

Retail packaging reinforces the brand and elevates the shop’s image

Print marketing personalizes every client interaction


New branding reinvigorates longtime business

Like many indispensable neighborhood shops, Fresh & Fancy Floral Design Studio has stood the test of time through sheer grit and consistently providing floral arrangements that comfort and delight their community during life’s key moments. And after 30 years in business, it was a perfect time to give their shop a much-needed brand boost to position them for the next generation of clientele.

“It’s a big step to be independent – our hearts, our thoughts and our vision went into this business, says co-owner Michael. Our flower shop is very personal, and with the new branding, it finally feels personal.”


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