Although flowers are almost always the starting point for sales at Interflora, the brand recognised the need to establish cultural relevance with a brand aimed at a significant but untapped part of their audience demographic, men.
Working in partnership, we defined what the product should be - first a beer and then extending into gin based on the brand's success - followed by creation of the brand’s strategy, name, and design across touch points including brand identity, website and packaging.
Rooted in Interflora’s botanical universe and tapping into people’s desire for a reconnection to nature and the global phenomenon of Nordic cuisine, ASK pays tribute to Nordic flora. Drawing on Nordic mythology, the brand name and design are inspired by Yggdrasil, or ‘The Tree of Life’. Botanic illustrations tell the story of the ingredients, whilst muted shades echo the colour of the plants used in each variant to help consumers navigate the range and work in harmony against the dark recycled glass bottles.