Flower Power
Year:
2023
Deliverables:
Brand Strategy
Visual Identity
Packaging Concepts
Art Direction
Industry:
Floristry
Location:
Johannesburg, South Africa
Flower Power is a conceptual florist brand developed during a design aptitude assessment. With only a name and a short line about 'personalised care', the project required building an entire brand narrative (tone, visual world & identity) from almost no direction.
The result is a warm, delicate brand language rooted in care, craft & freshness.
A warm, crafted aesthetic shaped by softness, care & subtle elegance.
The palette balances deep greens with clay, lavender & soft neutrals, evoking freshness without leaning into cliché. Serif typography adds refinement, while illustrative touches introduce personality. The primary mark blends a tulip with a hand-shaped vase, reinforcing personalised care & human touch without relying on verbal cues.
Paper textures, soft shadows & natural grain support a sense of human warmth, grounding the brand in the intimacy of small-scale floristry.
01. Strategic grounding from scratch
Challenge:
Only a name and a short ethos were provided.
Solution:
I defined an implied audience, brand tone & emotional foundation to anchor visual decisions, ensuring the identity felt purposeful.
02. Name vs. intended feel
Challenge:
'Flower Power' as the provided name reads retro; the brand needed to feel soft & contemporary.
Solution:
Two paths were explored (retro vs. delicate). Through comparison, the final direction merged the warmth of handcrafted floristry with a calm, elegant aesthetic.
03. Designing for real-world use
Challenge:
The identity needed to work across aprons, tags, signage & packaging.
Solution:
Typography, colour & illustration were refined for clarity on small formats (tags, stickers) while still feeling expressive on larger applications. Flower care cards & labels extend the brand promise — offering personalised guidance in a charming, tactile way. The illustrative elements subtly reinforce the theme of nurturing.
