Carobeth Flowers
Rebuilding the Carobeth Flowers brand from the ground up and realligning their marketing strategy, to set them up for the next stage of growth.
Meet the client:
Wendy, the founder of Carobeth, wasn’t your typical flower expert. In fact, before starting her business, she’d never worked in the industry at all. For her, flowers were a passion, a way to reconnect with nature and find calm amidst the chaos of life. But when her husband, Adrian, asked her what truly made her happy, that simple question sparked a new adventure: Carobeth Flowers.What began as a heartfelt hobby blossomed into a growing business, with Wendy and Adrian growing stunning, seasonal flowers and delivering them to homes across the UK. After a few years of running the show on their own, they were ready to get serious about brand and marketing to take things to the next level.
The Challenge
When Wendy and Adrian came to us, Carobeth Flowers was thriving in many ways, but struggling to scale effectively. After bootstrapping for years, their business had grown organically, but without a cohesive strategy, it lacked the clarity needed for the next stage.Stradling two product lines—one for direct-to-consumer (D2C) customers and another for wholesale clients—they were juggling multiple offers and audiences without a clear way to position or brand them. As a result, their messaging was inconsistent, their brand identity felt scattered, and their marketing efforts lacked direction.Wendy and Adrian knew it was time to refine their brand and marketing strategy, especially to strengthen and grow the D2C side, while preserving and leaning further into why they started Carobeth in the first place.
Our Approach
To get Carobeth Flowers back on track, we knew it was about more than just a brand refresh—they needed a catalyst for their next stage of growth. Wendy and Adrian needed a strategy that would not only provide direction but also reconnect customers with the passion and purpose behind the business.Our approach focused on rebuilding Carobeth Flowers from the ground up—defining its core purpose, sharpening its positioning, and creating a distinctive visual identity with the refinement needed to truly stand out.
Step 1 - Groundwork: Laying the foundations for success
We started by returning to Carobeth Flowers’ roots - literally. Through focused workshops and deep discussions with Wendy and Adrian, we helped them rediscover what Carobeth Flowers truly stood for. Unpacking why they started their business and where they wanted to take it through their Vision, Mission and Brand Values. This foundational work set the tone for everything to come, bringing clarity and renewed purpose to the brand.By defining these core elements, Wendy and Adrian gained the clarity they had been missing. It revitalised the brand’s personality and reignited the passion behind it, creating a strong foundation for all messaging, branding, and growth strategy moving forward.
Step 2 - Strategic Shift: From Decoration to Creative Experience
Building on the foundational insights, we discovered that Carobeth’s customers valued their flowers as more than just decorations—they saw them as a moment for themselves, a chance to slow down and create. This insight shaped a strategic shift in how Carobeth positioned itself in the market.
Product Strategy: To align with this positioning, we streamlined Carobeth’s product offerings. The focus shifted to a seasonal subscription model that emphasized creativity and self-expression, with options for dried flowers during winter months. Flexible one-off purchases were retained, allowing customers to gift or trial Carobeth before subscribing.
Positioning: We redefined Carobeth’s offering, framing their flowers as a creative experience rather than a product. This made Carobeth stand out in a crowded market, offering customers a unique way to engage with nature, unwind, and express themselves through floral art.
Messaging: We crafted messaging that spoke to this shift, with phrases like “wellness from seed to soul” and “our stems, your style” highlighting the emotional benefits of their flowers. Carobeth’s new tagline, “Craft beauty. Cultivate calm. Celebrate British blooms,” reinforced this new direction.
Step 3 - A fresh new look: Visual Brand Identity Overhaul
With Carobeth’s foundations and positioning solidified, we turned to its visual identity. Carobeth needed a look that matched its new direction—a blend of luxury and a deep connection to nature.
Logo Redesign: We crafted a hand-drawn logo inspired by the concept of rebirth, symbolizing Wendy and Adrian’s personal journey with Carobeth. Natural flourishes and organic curves reflected both the beauty of flowers and the brand’s commitment to sustainability.
Typography: We chose typography that felt elegant yet organic, balancing readability with a sense of flow and creativity.
Colour Pallette: The color palette drew directly from nature—soft lilacs, sage greens, and blueberry tones, anchored by whites inspired by dried honesty flowers. These colors reflected the product’s natural beauty.
Visual Hierarchy: To ensure versatility, we developed a system of primary, secondary, and tertiary logo versions, allowing Carobeth to maintain a cohesive look across social media, packaging, and web.
Turning ideas into action
After finalizing Carobeth’s brand strategy and guidelines, we focused on bringing the vision to life. We partnered with Carobeth to craft a tailored go-to-market strategy, content strategy, and ongoing consulting support, ensuring their ideas could turn into impactful, actionable steps.
GTM Strategy
Moving forward we have provided continuous guidance to keep the brand on track, adapt to market feedback, and refine strategies as Carobeth Flowers grows.
Content Strategy
We created a content strategy that aligns with Carobeth’s values, bringing their story to life through engaging themes and a consistent publishing schedule.
Ongoing consulting
Moving forward we have provided continuous guidance to keep the brand on track, adapt to market feedback, and refine strategies as Carobeth Flowers grows.
The Outputs
The outputs of our work were four key strategic documents: Brand Strategy, Visual Brand Guidelines, Go-to-Market Strategy, and Content Strategy.These documents provided Carobeth Flowers with a clear roadmap for growth, a cohesive brand identity, and actionable steps to engage their audience effectively. With these tools in hand, Carobeth could confidently connect with customers, reinforce their unique positioning, and drive long-term success.
Moving Forward
We’ve continued our partnership with Carobeth, providing ongoing marketing consulting and executing their content strategy to keep the brand growing and connecting with its audience. More details on that soon!