& Bloomnet
Goodside

& Bloomnet

Behind the beautiful bouquets and fresh displays, florists across America are running bustling, independent businesses: taking orders, tracking inventory, managing deliveries, and more. Bloomnet, the primary florist network for 1-800-Flowers and its family of brands, quietly powers thousands of them. After 20 years, Bloomnet was ready to tell that story publicly, celebrating the florists who make this network what it is with a vibrant brand to match. We worked with the Bloomnet team to refine their brand architecture, positioning, and brand identity.

Services
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Brand positioning

The modern florist network

Most brands in the floral industry lean into legacy. They emphasize the romance of the craft and the heritage of the trade. But in our conversations with Bloomnet florists, we saw something different: today’s florists are running full business operations. They're designing arrangements and chasing new revenue streams, managing delivery apps and marketing channels, adopting new technology to keep pace with the changing ways their customers buy. We positioned Bloomnet as the modern way to build and grow a floral business. A platform that offers new ways to receive orders and tools to step into the future with confidence.

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Brand identity

A celebration of abundance

The visual system is built around an iconic, graphic floral motif that starts with a blooming “B” logomark. Overlapping petals set in a vibrant color palette create endless variations and flexibility in the brand, reinforcing our brand positioning. We pair this bold, lively system with warm portrait photography to put the florists in the Bloomnet network on full display. Bloomnet is all about creating tools and systems to help their florists thrive, so it seemed only fitting that we do the same. We handed the brand off with a custom bloom generator tool and a brand GPT so their team can create on-brand assets without starting from scratch.

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“We came in with a complex business and a brand that had become fragmented over time. Goodside quickly felt like a true extension of our team and delivered a brand that feels differentiated while staying true to who we are. Most importantly, they gave us a system, not just a strategy. The toolkit they built enables a lean team to create, scale, and maintain high-quality, on-brand work with ease. That’s where we’ve seen the greatest impact.”

Nicole Savdie
VP of Marketing & Marketplace Growth
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