Industry: Floristry / Retail
Lia is a contemporary flower shop that offers:
• fresh flower arrangements
• custom bouquets
• event floristry
• in-store & delivery services
• fresh flower arrangements
• custom bouquets
• event floristry
• in-store & delivery services
The brand aims to communicate:
joy, spontaneity & bold self-expression
joy, spontaneity & bold self-expression
Tone of voice:
playful, vibrant & modern
playful, vibrant & modern
Target audience:
• 20–40 years old
• urban customers
• design-conscious buyers
• people who buy flowers for everyday moments, not just occasions
• 20–40 years old
• urban customers
• design-conscious buyers
• people who buy flowers for everyday moments, not just occasions
Project Objective:
Create a distinctive visual identity that breaks away from traditional floristry aesthetics and positions the brand as bold, fresh, and contemporary.
Create a distinctive visual identity that breaks away from traditional floristry aesthetics and positions the brand as bold, fresh, and contemporary.
Includes:
• Logo
• Visual System
• Color & Pattern Library
• Packaging
• Storefront Design
• Vehicle Branding
• Social Media Assets
• Logo
• Visual System
• Color & Pattern Library
• Packaging
• Storefront Design
• Vehicle Branding
• Social Media Assets
Logo
The logo is built as a playful and modular mark, combining rounded letterforms with a simplified floral symbol:
• the soft curves reflect the organic nature of flowers;
• the symbol can function independently as an icon or pattern element;
• multiple color variations reinforce flexibility and seasonal adaptability.
• the soft curves reflect the organic nature of flowers;
• the symbol can function independently as an icon or pattern element;
• multiple color variations reinforce flexibility and seasonal adaptability.
To ensure consistency, the project also defines:
• how the logo behaves on different background colors;
• a clear construction grid;
• safe space rules for proper visibility and balance.
• how the logo behaves on different background colors;
• a clear construction grid;
• safe space rules for proper visibility and balance.
Color System
The palette uses highly saturated, contrasting colors.
• inspired by the diversity of flowers in nature;
• avoids traditional pastel floristry aesthetics;
• designed to stand out in both physical spaces and social media feeds.
• inspired by the diversity of flowers in nature;
• avoids traditional pastel floristry aesthetics;
• designed to stand out in both physical spaces and social media feeds.
Typography
Typography is chosen to feel friendly and approachable, while supporting bold layouts:
• rounded shapes complement the logo;
• clear hierarchy ensures readability across signage and packaging.
• rounded shapes complement the logo;
• clear hierarchy ensures readability across signage and packaging.
The highlight font creates contrast against the structured base typography and adds a human, emotional layer to the brand.
Graphic Elements
Custom floral icons and shapes act as a secondary visual language:
• simplified, almost abstract flowers;
• used to create patterns, backgrounds, and accents;
• reinforce brand recognition beyond the logo.
• simplified, almost abstract flowers;
• used to create patterns, backgrounds, and accents;
• reinforce brand recognition beyond the logo.
Applications
All brand touchpoints are unified through the same modular floral elements and bold color palette, creating a consistent and instantly recognizable identity across:
• storefront design for strong street visibility;
• delivery vans acting as moving brand carriers;
• packaging that transforms each bouquet into a visual statement;
• business cards designed as bold, tactile brand extensions that reinforce recognition through color and minimal composition.
• storefront design for strong street visibility;
• delivery vans acting as moving brand carriers;
• packaging that transforms each bouquet into a visual statement;
• business cards designed as bold, tactile brand extensions that reinforce recognition through color and minimal composition.
Outdoor Banners
The outdoor banners were designed to function as high-impact visual anchors in public space:
• large-scale compositions rely on bold color blocking for visibility from distance;
• minimal text ensures fast readability in passing contexts;
• floral elements are oversized to create an immersive and memorable effect.
• large-scale compositions rely on bold color blocking for visibility from distance;
• minimal text ensures fast readability in passing contexts;
• floral elements are oversized to create an immersive and memorable effect.
The goal was to turn banners into visual experiences, not just informational surfaces.
Social Media
The social media direction follows a clear and intentional visual strategy:
• strong color backgrounds create instant brand recognition in-feed;
• simple compositions ensure clarity and avoid visual noise;
• content focuses on mood, emotion, and everyday moments.
• strong color backgrounds create instant brand recognition in-feed;
• simple compositions ensure clarity and avoid visual noise;
• content focuses on mood, emotion, and everyday moments.
The strategy aims to:
• position flowers as part of daily life, not just special occasions;
• create a consistent and recognizable visual rhythm;
• build a bold and modern digital presence.
• position flowers as part of daily life, not just special occasions;
• create a consistent and recognizable visual rhythm;
• build a bold and modern digital presence.
This project explored how a flower shop could move beyond traditional aesthetics and become a bold, expressive lifestyle brand.
A complete visual identity crafted by me, demonstrating concept development, design execution, and strategic application.
