Blomsterstugorna rebrand
Brief
Create a new logo and digital profile for a local company, including analysis of competition, market positioning and tone-of-voice.
“The cemetery work keeps us steady, but it's never very cheerful […] I'm glad to provide comfort during those sad times. It's just not what I love most about flowers.”
A completely made up quote from the imaginary customer
Core challenge
How can a small florist next to a cemetary reimagine itself as more than a place that sells wreaths, while retaining it’s close relationship to the community and customers?
Client: Spec work
Role: Graphic design, Marketing analysis, UX copy
Deliverables: Logo, mockups, graphic profile, marketing suggestions
Brief
Brief
Create a new logo and digital profile for a local company, including analysis of competition, market positioning and tone-of-voice.
“The cemetery work keeps us steady, but it's never very cheerful […] I'm glad to provide comfort during those sad times. It's just not what I love most about flowers.”
A completely made up quote from the imaginary customer
Core challenge
Core challenge
How can a small florist next to a cemetary reimagine itself as more than a place that sells wreaths, while retaining it’s close relationship to the community and customers?
Client: Spec work
Role: Graphic design, Marketing analysis, UX copy
Deliverables: Logo, mockups, graphic profile, marketing suggestions
Location, location, location
Location, location, location
The florist is located in western Gothenburg on the border between Majorna and Sandarna. Due to the expansion of the city and the process of gentrification the area has seen an influx of well-to-do families, while retaining the typical look of the three story Landshövdingehus which are typical for the area.
The existing companies are a mix of faux local chains and local shops – which has resulted in a look typical for a urban setting that hasn’t yet been fully exploited. The demographics skew younger and more well educated, and Majorna has long been the more bohemian ‘hip’ part of town.
In order for Blomsterstugorna to retain the local feel I mapped the colour schemes and general look of the surrounding streets and tried to get a feel for the level of “professionalism” that the local businesses maintained. A fully corporate environment doesn’t allow for hand-drawn amendments to signage, but small buisinesses don’t always bother with such things as “brand books” and their image grows into a hodgepodge of designs over the years.
I wanted my design to lean into this by building in the “hodgepodge” affordance to begin with.
Logo
Logo
The monogram is based on ITC Bauhaus and softened into a organic shape intended to mimic the stem and petals of a flower. The font for other text is DIN 1451 allowing for a consistent and contemporary look on homepages, flyers, etc.
The logo can be reproduced in different mediums without losing brand recognition, and is adaptable for seasonal or other campaigns, collaborations with local artists, screenprinting, etc.
Doing digital and physical mockups helps to sell the idea of what is possible, and I’m in particular happy with how versitile the logo is – even when drawn by hand it retaines the brand identity.
AI video
I used an AI video filter to generate a couple of moving mockups of a signage for the store. In very short time I was able to convey a setting and feel better than any still image could. Even if the video has clear AI artifacts and glitches, it’s still useful in helping you to imagine the finished product.
If a picture is worth 1000 words, then perhaps a video are those words sung?
Homepage & instagram
Homepage & instagram
Even though our customers make their shopping decisions in the store, we can use a homepage to set the tone-of-voice and reframe the use of flowers – the goal isn’t to upsell to a more expensive wreath, but to get unaccostomed customers to spend money intended on other luxuries (wine, candies, gizmos) on flowers instead – broadedning their use and association with
We won't ignore our main income – related to funerial services – but by elevating the idea of flowers to encompass all types of strong emotions and situations we can widen their appeal.
There’s a fine line to walk here, but my suggestion is that Blomsterstugorna lean into the difficult and personal stories where flowers are an important part. A close relationships with their clients allows us to present them and their story to shape the narrative of Blomsterstugorna as a friendly service for lifes' important moments.
Most of the customer engagement happens on Instagram, where we have plenty of opportunity to shape this narrative without coming off as fake – but Blomsterstugorna could benefit of having a clearer messaging and consistent tone-of-voice; what is the story that we’re telling when we’re talking about flowers?