BRANDING

EMERALD CITY FLOWERS

Emerald City Flowers is a community-focused floral design shop based in Seattle, Washington. The modern, romantic arrangements are designed 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.

When BT came to us looking for a brand refresh, they had already been in business for a very successful year. When they launched, they grabbed a ready-made logo off the internet with accompanying colors and fonts and just went for it. While this first visual identity was working ok for them, there was nothing distinctive about it and, in fact, they quickly found it popping up all over the internet which isn't good for a business that is trying to build a luxurious, distinctive brand.

Original Visual Identity

Getting to know the brand

With a myriad of brick-and-mortar florists in Seattle along with a number of online options, Emerald City Flowers would first need to define what the brand is all about. We began the process by taking an in-depth look at the business to build a brand strategy roadmap together before launching into any kind of visual design.

Through discovery, research and a half day strategy workshop, we developed a guide that would act as the foundation for entire brand and the launching pad for the entire identity development design process that was geared specifically towards helping Emerald City Flowers connect with their target audience and meet business goals.

Company Overview

Emerald City Flowers is a community-focused floral design shop based in Seattle, Washington. The modern, romantic arrangements are designed 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.

Identity Development

The design process began with the creation of Style Boards to quickly define the precise direction for the identity development. The first round features three boards that are each rooted in the brand strategy but taking on a slightly different perspective to get down to the heart of what felt best for the brand and their audience.

In addition to the what we defined in the brand strategy, we looked at what was working with the current logo. Green felt like it should be a part of the brand color palette and an element of hand-drawn illustration spoke to the handmade quality of the florals. The type should feel like it originated from luxury hand lettered invitations, fashion magazines and high end European beauty products. Colors would be soft and muted with the inclusion of one or two pops of color over a neutral base. Colors should include greens and pinks, with variations exploring the pastel end along with deeper, saturated tones and the inclusions of foundational tones in grays, blacks and whites with enough depth for the signature blush tones to stand out.

STYLE BOARD 1: warm and muted

STYLE BOARD 2: modern and bold

STYLE BOARD 3: classic ROMANCE

Style leads the way.

The client was excited about all three Style Boards and felt that each one spoke to a part of the brand that was important. Elements from each of the three options were selected to be included in the final. These included the fashion-inspired type and modern personality in the second and the timeless nature black and white foundation of the third with a touch of elegance in the luxe details.

The final Style Board pulled almost equal amount of elements from each of the three initial options and a color palette was assembled that took advantage of each. The crisp and classic true black and true white tones lay the foundation with a soft muted palette of pinks and green mixed with the warmth of golden wood.

Sculpting the identity

The overall direction of the visual identity blends approachable with modern luxe for a timeless style that is intended to grow in its iconic nature with time. The typeface that makes up the foundation of the visual identity is inspired by classic yet modern fashion type and has been further sculpted for softness and a custom mark that speaks to the romantic, sculptural nature of the floral designs, each created by hand.

Illustration

The custom-designed rose illustration speaks to the sculptural nature of how Emerald City Flowers creates their floral designs through bending and sculpting petals and leaves. The rose is also the classic flower that will always be their favorite and makes up the foundation of their most-loved blush tone designs. The illustration can be used alone, abstracted into a texture or used in a seamless pattern for items like custom tissue paper or non-seamless pattern along with colors to create special luxe moments, like in their stationary, envelope pattern and the letterpress business cards where the rose texture is pressed into the cards.

Labels and Care Cards

The secondary logo was specifically designed to be iconic, 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 cards.

SERVICES

Brand Strategy

Identity Development

Collateral Design

Brand Photography

CLIENT

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