Brand Identity
Brand Strategy
Print/Packaging
Photo/Video
Emerald City Flowers is a community-focused floral design shop based in Seattle. The modern, romantic arrangements are created with a timeless quality for a diverse audience who value building and nurturing their relationships. The sculptural designs use only the freshest flowers with the aim to source from local, women and minority-owned growers whenever possible. Emerald City Flowers provides transparent and high-quality services that offer a luxurious and beautiful product customers can feel good about. Coming from a social justice background, founder Bao-Tram Do (BT) built the business from her desire to share her artistry, create impact through personal, meaningful connection and the belief that everyone deserves to feel special.
Emerald City Flowers aimed to differentiate themselves from other florists. Before diving into design, we conducted thorough research and in-person workshops to examine their business. We discussed their brand story, mission and vision, positioning, target audience, customer profiles, buying journey, touchpoints, business goals, and growth opportunities. The resulting Brand Strategy Roadmap provides a foundation for the brand, guiding the visual design process and enabling Emerald City Flowers to connect with their ideal audience, answer questions, and confidently achieve their business goals.
The visual identity combines approachability and modern luxury to create a timeless style that grows in its iconic nature over time. The bold mark symbolizes the bending and manipulation of petals to create the romantic and sculptural designs that Emerald City Flowers is known for. The clean and modern design is intended to capture attention, stand the test of time, and remain versatile and readable in both digital and print contexts. Its square dimensions make it ideal as a profile icon for any social media platform.
The primary logotype helps to establish name recognition while conveying the brand style through a fashion-inspired serif typeface with interconnected letters. The logo speaks to those who appreciate style and beauty while the interconnected letters are inspired by the sculpted nature of Emerald City Flower's floral arrangements.
This iconic secondary logo symbolizes the bending and manipulating of petals to create the romantic, sculptural designs that Emerald City Flowers is known for. The clean, modern design is intended to stand out, capture attention and stand the test of time and have the flexibility and readability to be used in almost any situation, for both digital and in print. It’s squarish dimensions make it ideal as a profile icon on any social media platform.
Simple emblems were created to further enhance the responsive nature of the logo system for social media and be used in additional materials such as stickers for delivery boxes and t-shirts for crew members to wear on installation days.
The secondary logo was specifically designed to be bold and modern in a way that would both speak directly to the brand but at the same time, be instantly recognizable on the floral delivery box labels, cards, stickers and the custom arch-shaped care card.
