Bloom Avenue Flowers
Visual Identity // 2023
The visual identity for Bloom Avenue Flowers was born out of pure passion and a desire to help a friend make a strong entry into the online floristry space. I aimed to create an aesthetic for Bloom Avenue Flowers that would evoke the same sense of beauty, uniqueness, and personal connection that the name suggests. To achieve this, I dedicated myself to developing a visual identity that would make anyone interacting with the brand feel special.
Despite my unfamiliarity with the floristry industry, I embraced the challenge of this project with excitement. It provided an opportunity for me to delve into the tools of the trade, understand what florists encounter regularly, and learn about how flowers and gifts are typically packaged. Armed with this knowledge, my goal was to create assets that not only simplified my friend's job but also, through repeated exposure, instilled a sense of uniqueness and significance in consumers.
Sending or receiving flowers is often a deeply personal and sentimental experience. Regardless of the occasion, considerable thought goes into selecting the right flowers, each capable of eliciting various emotions. Throughout the design process, my overarching idea was to infuse the brand's identity with the same sentiment associated with the act of gifting flowers.
I envisioned every floral arrangement sent out to feel as though it had been meticulously chosen, curated, and carefully packaged. Each order was to be treated with special care and attention, ensuring that when recipients received their deliveries, whether expected or a delightful surprise, the packaging, personalized thank-you cards, and overall aesthetic would enhance the sense of significance and thoughtfulness associated with each and every gift.
After participating in brainstorming sessions and sharing potential names with my network through social media, Micah Gause, with whom I have the absolute pleasure of working alongside at Crew Digital, shared her thoughts. She mentioned, "Bloom Ave has so much potential to incorporate themes of street flower vendors and farmers' markets!" This statement alone sparked so many great ideas.
