G&A was selected to work closely with the key stakeholders of the project - IDB, Compete Caribbean and the Grenada Floriculture Cluster - to develop a strong Pure Flowers brand for the Grenadian cut flower product that could be promoted domestically and internationally.

Our process began with in depth research and consultations with the local floriculture association to identify suitable markets for exporting a Grenadian floriculture niche product brand and to devise a distribution plan. Our team benchmarked international floriculture and horticulture brands and leveraged our Transmutable Innovation© process methodology to formulate a branding strategy and concept that would strengthen the brand’s competitive positioning in the domestic and export markets and raise the profile of the Grenadian floriculture industry over the long term. The alluring brand identity - encompassing the design and messaging -  developed by our team, was inspired by the Pure Grenada tourism brand and the rich Grenadian identity. The island’s floriculture reputation and its community was leveraged to capitalise on the opportunity for Pure Flowers to also attract visitors to Destination Grenada. This was supported by a marketing plan and topline PR & marketing campaign to raise awareness among select international source markets and the domestic Grenadian market and to garner support for the tropical flowers sector among locals, visitors and Grenadian youth in particular.