Hand-Tied Flower Subscription
A small urban flower shop, offering Portland-grown, specialty cut flowers and seasonal bouquets.
SCOPE OF WORK
Logo and brand identity
I was moved to tears telling someone about this branding. This whole project is a place where I’m giving myself space to play and be creative, and Erin inherently understood that better than I did. Our conversations gave me a whole new frame and understand of myself and my goals.
Alicia Temple, Owner Summer Street Flowers“
The Project
Summer Street Flowers is a passion project built around bringing color and beauty into people’s homes. The client built the company based on her love for flowers and the opportunity to flex her creativity.
As a part-time specialty cut florist, it was important that the brand identity reflect the client’s artistic nature and give her creative flexibility to change and shift her branding with the seasons.
Project Goals
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Artistic Elements
Integrate the client's artistic pursuits, including linoblock prints and simple, graphic depictions of flowers.
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Seasonal Flexibility
Ensure the brand identity allows for seasonal changes in color and design, to match the changing selection of flowers.
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Creative Freedom
Because this is a creative passion project, the branding needs to allow ample room for the client's creative expression.
Design Approach
To meet the client’s goals, we focused on creating a flexible and dynamic brand identity that capture the client's artistic flair and passion for flowers.
Lino-block style florals
We started by digitizing a set of the client's lino-block prints. These prints featured various flowers, each rendered in a simple, graphic style that aligned perfectly with the desired aesthetic. This created a cohesive set of floral icons to across different branding materials.
Flexible Color Palette
Understanding the client's love for vibrant colors, we developed a flexible color palette. This palette included a range of bright, bold colors reflective of the diverse flowers she works with.
We designed the brand identity to allow for seasonal color swaps — spring could feature pastel shades, summer could highlight bold and bright hues, autumn could incorporate warm and earthy tones, and winter could be cool and crisp colors.
Results
The brand tools we developed was a dynamic, adaptable brand identity that captured the client's passion for flowers and allowed for her to continue to grow and play with her brand.
The flexible design system allowed her to mix-and-match flower illustrations, color, and even the organic-shaped circle of the logo in endless combinations, while maintaining a central, cohesive feeling.
Flower Icons: The icon set included various flower illustrations that could be individually used or combined to create unique compositions for marketing materials, packaging, and social media.
Brand Guide
Brand Pattern: A versatile flower pattern was created using the floral icons. This pattern could be adjusted to highlight different flowers and colors.
