With this in mind, the Flower Council of Holland has designed a range of new and highly innovative packaging concepts for flowers and plants. Above all, the Flower Council wants to stimulate ideas about packaging, which in the case of flowers, mixed bouquets and monobouquets often leaves a lot to be desired. Traditional paper and transparent film predominate, while the many opportunities that could be possible with consumer-oriented thinking are neglected.

Little difference
The general view of packaging is that it must protect the product and hold it together. Of course, it shouldn’t cost too much either, because what would be the point of that?  As a result there is very little to differentiate the packaging of one flower or plant from another. Top quality roses are often sold in the same 'coat' as a simple bouquet of spray carnations. In the street, it is impossible to tell whether a shopper has bought her flowers in supermarket A or supermarket B; or whether that beautiful bouquet is from florist C.

Missed chance
This uniformity reflects a missed opportunity. Packaging materials provide added value – and appeal - and can send out a powerful signal to consumers. The Flower Council of Holland believes that its new and distinctive packaging ideas can give an extra stimulus to flower sales and wants to inspire the international flower market (from wholesalers through retailers and florists to street sellers).

Sustainability
The concepts on the following pages associated with this project were created in accordance with strict specifications. The overriding idea was to examine the function of packaging and the role of contemporary aspects that influence consumer decisions, such as form, materials and impact. The designers also looked closely at current developments affecting retailers and consumers, such as the demand for sustainability and convenience. The result is an exciting range of concepts. As always, your suggestions and comments are welcome.