The Exciting Story of our Rebrand
29 May 2019
So, after many, many months of planning we finally revealed our beautiful new brand The Rarified to the world and embarked on a new phase in our floral adventure.
There were the inevitable questions from those who have worked alongside us over the years about our decision to fully rebrand a successful business. The reality is that although our original brand, Twisted Willow, reflected who we were 12 years ago, our work has evolved enormously.
By taking a fresh look at the way we present ourselves we have been able to identify the very essence of who we are and all the fabulous reasons people choose to work with us. We were also able to identify the kind of work we excel at – and enjoy most! In a nutshell, it is our design-led approach and unique ability to create the unpredictable that sets us apart. Our new brand captures this perfectly.
The rebrand journey has been hugely enlightening and rewarding thanks to some lovely people who deserve a mention here. 18 months ago I booked myself onto a course with Fiona Humberstone The Brand Stylist and life coach Elizabeth Cairns. I met some inspirational entrepreneurs on the course and the experience was life changing for all of us. We worked with the very talented Shauna at We Are Branch to create the logo and branding package. It would not have been the same without her.
A brand has to truly reflect who you are and I realised that a change was very much needed to reflect our clean, elegant, beautiful and understated style as well as the way we approach our work and interpret our clients’ ideas. It is important that the guests attending a wedding or event remember the flowers, which we believe should be astonishing, breathtaking and rare. When I explained this to Fiona, she jumped on this last word and The Rarified was born.
I am immensely grateful to everyone who came to our launch event and those who helped to make it happen. Thanks to AV Matrix for the amazing ceiling lighting to complement our floral installation in the new studio, to the fabulous Marcel at The Flower Connection in Leeds for supplying absolutely stunning flowers and to Dine for the incredible canapés and fantastic service.
Finally, thank you for all the wonderfully warm, genuine comments we have received since unveiling our new brand. This is the start of an exciting journey and we can’t wait to discover what lies ahead.
Here are a few photos which capture the fun and excitement of our launch night.