Floral Feelings
Floral Feelings
Floral Feelings
Floral Feelings
Floral Feelings
Floral Feelings

The breakthrough of artificial flowers has radically changed Regina®'s floral art business. With the theme 'Floral Feelings', we have developed a rejuvenating strategy that empowers Regina® with market change anticipation and also rolls out a business strategy for future developments. As a purpose brand, Regina® is ready to (continue to) do good for people and nature.

Leadership category
Floral art & decoration
Project type
Brand Optimization

Rejuvenate to stay relevant in the flower business.

Over the past 70 years, flower art company Regina has established itself as an thriving floral art & decoration business in The Hague, The Netherlands. A moment that the owners want to seize to prepare Regina for the next 70 years. Knowing that the floral art business is on the verge of the breakthrough of artificial flowers. A radical change that will change the floral art market forever. A change that Regina® wants to anticipate with a repositioning of their brand and future-proof business strategy.


Believing in the power of flowers and plants since 1951.

Floral art is about emotion. You give flowers to someone to convey an emotion. This belief about the emotional power of flowers has been around since the day Regina was founded in 1951. A belief from which we have taken up the Regina® brand rejuvenation. Rejuvenating the Regina® brand and business concept with emotion, passion and craftsmanship in flower art has led to the Floral Feelings brand strategy. A strategy that allows the authenticity of Regina® to flourish and with which we acquire a unique brand positioning that will lead us into the next 70 years.


Floral Feelings by Regina®.

The Regina® brand rejuvenation has led to a complete reinvention of the whole Regina® company. Regina® was provided with a dual business strategy for both fresh flowers and artificial flowers. which may be decoupled from each other in the future. The brand rejuvenation resulted in a new website and the purchase of an additional retail property. Ready for the next 70 years.

Brand Design services

Brand Identity design
Brand Strategy design
Brand Positioning design
Value proposition design
Brand Experience design

Business design services

Customer Journey Design
Business Model design
Product & Service design

Experience design services

No items found.
After 20 years of self-employment, the process at JORIS™ has been a great gift to us. We reinvented ourselves. At the end of the process there was a structure with which we can continue doing business with new energy and pleasure for the next 15 years.
Marielle Keldermans
Business Director Regina Bloemsierkunst
Things in Place
Things in Place
Things in Place
Things in Place
Things in Place
Things in Place

Can’t wait to start your project? Let’s design a project briefing that clarifies all expectations and kickstarts your project right away. Get ahead and book your Things in Place session.

Let's kickstart your project