Creating a new brand identity for a top London florist

Hello lovely Flowerona readers!

My name is Fiona Humberstone and I’m thrilled to have been invited to guest post on Flowerona today as, like many of you, I’m such a huge fan of Rona’s blog.

It’s where I stop by for a spot of floral refreshment on a busy day and I’m always inspired by the floral finds Rona shares.

So I hope you’ll enjoy a little insight into my world.

My company, Flourish, are Brand Stylists.

We style brand identities, websites, brochures and ecommerce websites for businesses who want to look their best and really engage their ideal clients.

We designed the customised template for Rona’s blog and recently created a new look for London florist, Jane Wadham Flowers.

And it’s the journey we took with Jane that Rona thought you may like to hear about…

The Brief

A great brand identity always starts with a strong and focused brief, and this project was no different.

Jane Wadham Flowers has a strong trade division to their business, supplying floral arrangements to Kensington Palace, Tate Britain and the Royal Festival Hall, amongst others.

Our brief was to create a more contemporary and aspirational brand identity that reflected the calibre of the business.

The old brand identity and the website simply weren’t doing the business any favours. The design, layout and branding simply didn’t do the beauty of the flowers justice.

Jane’s business used to be branded JW Flowers, but after more than two decades of success, it was time to celebrate Jane’s talent and make the name more centric (and consumer focused) to Jane Wadham Flowers.

Our brief was to create something more elegant, aspirational and beautiful. And we devised three concepts.

Concept One

Soft, romantic and serene, this concept certainly builds on the grace and elegance of many of Jane Wadham Flowers arrangements.

The logo is simple and graceful whilst the icon can be used for stickers, packaging, on tissue paper or as a punctuation mark on the website.

Concept Two

A much stronger, more directional design to play up to the high-end nature of this florist’s business.

There’s no shortage of mid-market florists, but Jane Wadham Flowers are doing something much more creative and upmarket, and I think this concept really plays up to this well.

Concept Three

This concept takes it’s inspiration from floral shapes and has a more approachable feel about it.

Personally it was my least favourite, but it’s contemporary feel was interesting and you can never quite predict which a client will respond to best – despite years of practice!