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Vief!

VMS

2016

The Challenge

Flemish horticultural organization Vlaams Milieuplan Sierteelt (VMS) is promoting environmentally sound plant growing among the Flemish horticultural sector. They advise and monitor the use of means of production, giving horticultural companies a sustainability score. How can we convey these years of effort to the consumer via the plant?

Green Idea

Let’s use the promotional platform that is the 2016 Ghent Floralies to launch sustainable, Belgian plants under a fun new label, reaching out directly to the plant lovers among the general public.

Groovy Love

Brand Senses along with the VMS came up with the concept VIEF! This makes plants originating from sustainable plant growers into more than ‘just’ plants! No, they invariably form an additional asset in and around your house. VIEF! plants become little vitamins for your home, your mind, and your heart. We developed three collections:

  • Healthy: these air purifiers absorb harmful gases from the living room and provide you with fresh oxygen in return.
  • Strong: these survivors bring unconditional joy to your home, even if you lack the time to lavish attention upon them.
  • Lifelike: these garden plants have a playful attitude about life; some surround themselves with delightful animals, others keep annoying ones at bay.

In addition to the concept we came up with all of the plant labelling, POS materials, greeting cards, press communication, and a Facebook launch. At the Floralies the general audience got to feel and experience the three VIEF! Concepts at the specially designed VIEF! Box.

Great results

The VIEF! box told visitors what the strong, animalistic, or healthy VIEF! plants stand for. But more importantly, garden centres also immediately picked up on this healthy trend: even before the Ghent Floralies kicked off, VIEF! plants were available at AVEVE, Eurotuin, and Van Gastel garden centres. They are clearly in tune with the discerning consumer’s wishes.

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