Portfolio: Branding and identity
Client: Flowers in the Avenue, Florist and flower consultant
Requirements: Start-up business in need of a Logo, stationery, website
in2orbit were recommended by an existing client to a Start-up business looking for a Design partner to work with on their virtual Flower shop. The new business planned to run a flower ‘consultancy’ without a traditional shop presence and our brief was to create an identity that gave the business a boutique look and feel. The website would act as both an online shop as well as a showcase for their floral designs. Initially we created 3 sets of visuals with 3 different design approaches, but together we quickly decided which identity was fulfilling the brief best.
We started the design process by thinking about the proposition of creating a floral display. Consideration was given to the contrast in colour between foliage and flower, the fact that Flowers in the Avenue go through a design process for each bouquet and therefore the identity should reflect the quality and style employed in creating floral arrangements. We developed a William Morris style pattern as a graphic interpretation of design in nature, with the idea of using this as a backdrop to the website and stationery items.
The colour of the backdrop was developed in dark green tones, to represent the foliage, and a shock of bright fuscia has been employed to act as an accent colour and as a contrast to the backdrop. It was important to select a colour scheme that would work with any floral arrangement and in any circumstances - happy or sad.
The stationery range included letterheads, business cards and compliment slips for regular business correspondence but also message cards, care instructions and delivery notices to accompany flower deliveries. At the request of Flowers in the Avenue the paper sourced for the stationery range was selected for it’s environmental qualities and the choice of Printer was determined by their FSC accreditation.
Initially Flowers in the Avenue requested we develop an online shop for individual bouquets that would sit alongside consultancy for weddings, businesses and events. We set up a full e-commerce website but found the consultancy side began to dominate the business and so the buy on line facility was developed as a more simple proposition through PayPal. This option requires less maintenance from the Flowers in the Avenue team, leaving them to concentrate on fullfilling orders.
Site link:
http://www.flowersintheavenue.co.uk
- in2orbit design limited
The Old Hop Kiln,
Long Garden Walk,
Farnham,
Surrey GU9 7HX - Tel 01252 713888
- Eml crew@in2orbit.co.uk
- Status: UP
Server Name: Keystone
Location: London UK
Total Uptime: 99.999%