Fleur

Meet Fleur, a unique concept store, blending the beauty of flowers, the inspiration of books, the finesse of design objects, and the tranquillity of a good cup of coffee. Our task was to craft a playful, personal yet contemporary, high-end brand identity system that could be applied on a variety of touchpoints, including business cards, vouchers, wrapping paper, and outdoor signage.

Fleur aspired to be more than just a store. In a bustling cityscape, the goal was to create a brand that enticed people to pause, explore, and savor the calm and connection that Fleur provides. Amid the constant drive for faster, cheaper, and more efficient solutions, we had to design a brand that would help city-dwellers rediscover their bond with nature and themselves.

With the brand's core values and personality in mind, we began with a strategic approach, which soon led us to the perfect target audience. We designed a playful brand identity system that incorporated both abstract and recognizable flower illustrations. We crafted two variations of the primary logo to offer more versatility in its application. The secondary logo—a standalone flower illustration—can be applied to smaller assets like stickers and wrapping paper, creating a consistent brand experience across various touchpoints. The client's attention to detail was paramount throughout the process, informing a logo design that is versatile and easily applied on a myriad of materials.

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The result is an authentic, personal brand design that embodies Fleur's spirit. The logo itself tells the story of what lies within the store, beckoning customers to come in and explore. The brand design mirrors Fleur's ethos, inviting customers to ground themselves, engage with the space, and enjoy a wholesome experience. And the cherry on top? Patrons leave with a beautiful bouquet of flowers, a tangible memento of their visit to Fleur.