Your home begins at Floralux
Floralux is a West-Flemish icon. But with stores in Ham and Sint-Pieters-Leeuw, the brand is going national in a market packed with heavy competition. The ask: how do we make people choose Floralux for a day out and feel it the second they hear us?
Our first move? Name Floralux for what it is: a home centre.
Where people start shaping the place they live. Inside and out.
To land that, we made sound the philosophy. If you want people to imagine home, start with what they hear. Sonic branding as the cornerstone, built for theatre of the mind: a small, human signature that sparks memory and lets the picture build on its own.
Together with our friends at Poumtchak, we composed a family of cues: a one-minute theme that breathes and builds, a tight thirty with the same heart, and short sound logos that carry the feeling in seconds. One musical language with the same warmth wherever it appears, flexible enough to shift with the season.
We proved it with three 30s radio spots made with Studio Henri: one master positioning spot always opens with the recognizable sound and paints a scene you can picture without seeing. In the last seconds, the message switches as a variable, actionable end card:
Chrysanthemums: “Bring more colour home for less.”
Christmas decoration: recognisable sparkle, without making the budget blink.
Nordmann: fresh, sturdy, fairly priced.
From that spine, everything else aligns. Stores that welcome rather than overwhelm. Clear routes. Corners to try and learn, then make it your own. Pricing that reads fair at a glance. Copy that shows before it sells. Out-of-home that creates its own little world.