soulsight®

Faced with growing competition, FTD needed to revitalize its floral business. Optima Soulsight created a brand identity and package design system centered around their globally recognized brand icon, the fleet-footed Mercury Man. We removed him from the constraints of the FTD logo and gave him a life of his own, making him bolder and more dynamic.

Drawing from FTD’s strong black and gold equity, we put the emphasis on black — an unusual choice for a flower company — and created a striking backdrop for FTD’s colorful floral arrangements. The beautiful shipper also became an eye-catching advertisement – the ideal place to bring the brand icon to life.

Read the complete FTD case study.