​Danville Flower Company

  • Achievement: A local identity for a family owned florist and gift shop.
  • ​Project Goal: Create a brand that reflects the product and appeals to the target market to entice consumers to shop and increase sales. To build a more powerful social media presence in our local market.
  • Duration & Role: I was given two weeks and was responsible for creating the design of the logo along with ideas for social media marketing and direction for photographic use.
  • Research & Audience: Desktop research to determine local competition and target audience. Found that the majority of consumers are women, but that the men that do use the business tend to spend more, especially for special occasions.
  • Main Tasks: Understand the brand, Understand the audience/market, Develop something flexible and easy to use, Create ideas for Social Media Marketing
  • Design Tools: Adobe Illustrator & Adobe Photoshop

Design Process

My first step was to understand and define the brand and it’s users. From there I ideated solutions developed those solutions into workable logos. The client had the final say in design, and chose their favorite, the one they thought best represented their brand. Finally, I developed a system of graphics that could be used for signage, bags, tags, gift cards, social media marketing, and more.

​Inspiration & Reference

​Define

To develop a brand for this floral and gift shop, I needed to understand the brand and it’s users. By conducting quick desk research of competitive brands in the local and online florist market, and the user/client base, I was able to determine some needs of the identity and who it should appeal to.

Who?Women are the largest consumers of flowers, with almost 80% percent of flower sales being attributed to female customers. Also, it’s interesting to note that over 60% of flower sales are bought for the person who is actually buying them. Consumers consist of Home Flower Buyers, Gift Givers, Corporate Buyers, Event Buyers (weddings etc) and Funeral Home Flowers.
Male Gift Giver
  • Male 25 – 60 plus, Generally Tertiary Educated, Married or long term partner
  • Will buy flowers primarily for their partner
  • They are occasion and event driven IE Birthday or Anniversary or Valentine’s Day
  • They will spend more money
  • They will buy larger arrangement equating size with value and emotional outcome
  • More likely to buy roses and use a florist choice or pre-designed option
Female Gift Giver
  • Female 25 – 60, Working
  • Generally buys flowers for co-workers & Friends & Family
  • Is more likely to be looking for a product that evokes an emotional response in them
  • Likely to be more cost sensitive
  • More likely to request a specific combination of flowers for an order, or a change to an order
Corporate Buyer
  • Female 25, Working in an office environment
  • Buying on behalf of a business and more likely to have a regular floral order for an office
  • Ordering Flowers on behalf of someone as either a gift or for the office
  • Is price driven and has a budget in mind
Where? On signage, bags, T-tags, aprons, web and more.

Ideate

  • I started with words, then moved to imagery.
    Words that describe the business: Friendly, Fresh, Floral, Natural, Family Owned, Locally Grown, Organic, Casual, Cute, Flowers, Gifts, Cottage, Local.
    Words that describe the products: Flowers, Fresh, Nature, Natural, Roses, Lavender, Tulips, Gerbera, Pink, Red, Purple, Green, Simple, Beautiful, Soft, Bouquet, Bloom, Blossom, Floret, Bud, Vine, Spray, Wreath, Twigs, Sprig, Simple, Arrangement, Gifts, Vases, Grow, Eucalyptus, Sage, Rosemary, Herbs, Greenery, Organic, Fragrant, Growing.
    Words that describe the atmosphere: Friendly, Colorful, Fresh, Diner-like, Comfortable, Fun, Casual, Family, Community, Happy, Relaxed, Slow, Calm, Refreshing, Enjoyable, Luxury, Thankful, Thoughtful.
  • Artwork Creation:
    ​    I start with some quick scribbles/sketches for layout, shape, and style. Then I move to the computer for a font search, to extract a color palette from imagery, and to start designing in Illustrator.

Prototype / Client Comps

I developed three comps that I felt hit a range of ideas - using the words Simple, Growing, Floral, and Local as my driving ideas.

Finalize / Branding

The client chose the logo that they felt best represented their brand as a local florist & gift shop, knowing that the main appeal would be women, as well as a few men. They felt this logo expressed the essence of their business as locally grown and friendly.

Logo

Colors

Color is an important element of any brand. A black logo is extremely flexible and cost effective for a small business, so that needed to be part of the final solution. Additionally, I chose a color scheme inspired by fresh green of eucalyptus, and the traditional gold to add a fresh and upscale feel to the overall color story.

Typography

I thoughtfully used typography to reflect the simplicity and personality of the brand. I chose a retro American Typewriter for that local hometown feel paired with a modern Futura for contrast.

Imagery

Imagery is a powerful mode of communication. Each image selected for Danville Flower Company needs to show off their amazing locally grown flowers and greenery. The images need to b crisp and full of color. The idea behind the Instagram/social media artwork is to show off the flowers, identify the business, appeal to the target audience (mainly women except for holidays) and contain a call to action.