The Modern Flower Co.
The Modern Flower Company is a small chain of high end London based florists. The identity employs a modernist aesthetic with a strong grid and clean typographic approach but adds an organic element with the typographic marque acting as a vine growing up the trellis-like grid. The trellis grid then informed the layout of the collateral with each piece of communication working to the italicised 45˚ grid. The balancing of the colour palette was an important consideration in the identity to reach a harmony between femininity and masculinity. The weaving of the typographic vine word mark was also subtly carried through collateral in the construction of the bags, ribbons and tapes.
Produced whilst working at Multistorey, under the creative directorship of Rhonda Drakeford and Harry Woodrow. Shown here with their kind permission.