Royal Flora Holland: reconceptualization one of the largest flower auction


Royal Flora Holland is the largest flower auction in the world. Its annual turnover reaches 4.5 billion euros. The company trades flowers and plants from the Netherlands and other regions and makes over 100,000 transactions a day. To become internationally visible and recognized, Royal Flora Holland’s branding needed to be overhauled.


TSN team has developed a new floral identity for the company. Shifting the focus from members of the market required not just a renewed brand look-and-feel, but a complete transition within the organization. For the new brand identity, we build on the Dutch strengths and pride of Royal Flora Holland: ‘Flowering the world’. We have also conducted a preliminary business audit and developed a unique brand positioning.


The specialists launched a complex project to develop a new identity for Royal Flora Holland to make the company more marketing oriented. The brand identity aligns with the new marketing strategy and core values; smart, innovative, and ambitious. It’s reflected in the new logo, photography style and iconography and implemented in all communication and digital touchpoints, including all websites, apps, intranet, and narrowcasting. The result was a new visual language for Royal Flora Holland, which was used for a massive brand activation program on an internal and external level.

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