I have worked for Flower Express for approximately 8 years. It's a family owned and operated business with 3 locations. I wanted to update their logo and make business cards that were individually designed for each store but that coordinate as a set. Flower Express is located in Bellemeade which is a classy area of town. We are known as the economical, dependable, and quality florist, hence I attached the tagline 'Affordable Elegance'. I designed letterhead and a pattern for the tissue paper in which flowers are wrapped. Flower Express currently uses pink and purple on their buildings. I took the pink and added a fresh green. As they have recently hired a designer to redo their logo, I doubt they will use my new identity system BUT it was a fun challenge.