A natural evolution of our identity
Every company goes through different phases in its history. Some are quiet, others require visible choices.
Over our more than 55 years of activity, the context around us has changed many times and often profoundly: new markets, new channels, and a growing number of stakeholders with different expectations. Communication is no longer a secondary aspect, but a fundamental part of positioning.
Talking about identity today therefore means talking about coherence. Coherence between who we are and how we present ourselves. Between what we do every day and the way we tell our story.
What began between the end of 2025 and the beginning of 2026, during our 55th year of activity, was not a change of identity but an evolution of it. A necessary step to express more clearly who we are and to respond more effectively to today’s communication needs, while preserving the legacy of our history and of a brand that, in different forms over time, has represented our cooperative of growers since 1971.
The roots that remain
Flora Toscana comes from a history that the market knows well. The connection with Toscoflora is still alive in the memory of clients and partners. Many still call us by that name. The very symbol that represents Flora Toscana today has its roots in the Toscoflora identity.
This is not a limitation. It is proof of a heritage built over time.
The rebranding was not meant to interrupt that continuity, but rather to strengthen it.
We chose to maintain the shapes, the visual feeling and the key elements of the historical logo, working on a simplification and a more institutional design of the mark so it could adapt more effectively to the many contexts of today’s world, both physical and digital.
For a cooperative like ours, continuity is a strategic value.
Why a rebranding
The growth of Flora Toscana has naturally brought greater complexity: more markets, more divisions, more targets and more channels.
From the Italian large-scale retail sector to international markets, from wholesale activities to the agricultural sector, the cooperative now interacts with very different types of partners. Each area has its own dynamics, needs and expectations.
For this reason we needed a flexible and coherent visual system able to represent all the activities of the group, together with a renewal of our digital tools.
Vitality and colour
Standing out is important, just as much as being recognisable. For this reason we developed a system of visual elements and colour palettes designed to provide both creative flexibility and a clear identification tool for departments, productions and specific product lines.
An explosion of colours and tones that remain consistent with each other, rich in variety, just like the flowers and plants we care for every day.
The visual system is flexible, modular and able to adapt to the different dimensions of the group. The rebranding did not change the way we work. It simply made our structure easier to understand.
New look, new tools
Alongside the rebranding, Flora Toscana has also begun a broader process of structural renewal, reflected in many aspects of the organisation, starting with this very website. It offers a deeper narrative of the cooperative, the growers who are part of it, our productions and our clients.
Many elements have already been renewed, while many others continue to be implemented day by day.
Looking ahead while caring for the past
This rebranding represents a new starting point.
Today Flora Toscana is a structured organisation, capable of operating across Italian and international markets, supported by a network of growers and an integrated system of services.
Our updated identity accompanies this evolution without breaking with our history. For us, continuity and innovation are not opposing concepts but two dimensions that move forward together.
On our blog, we explore the world of Flora Toscana from multiple perspectives: production, cultivation, sustainability and news. You will find in-depth technical insights, stories about products and projects, updates and seasonal content, all organised by theme to guide you through your reading and offer you fresh inspiration.
