Emerald City Flowers

Emerald City Flowers is a community-focused floral design shop based in Seattle. The modern, romantic arrangements are created with a timeless quality for a diverse audience who value building and nurturing their relationships. The sculptural designs use only the freshest flowers with the aim to source from local, women and minority-owned growers whenever possible. Emerald City Flowers provides transparent and high-quality services that offer a luxurious and beautiful product customers can feel good about. Coming from a social justice background, founder Bao-Tram Do (BT) built the business from her desire to share her artistry, create impact through personal, meaningful connection and the belief that everyone deserves to feel special.

SERVICES

BRAND STRATEGY

IDENTITY DEVELOPMENT

ILLUSTRATIONS

BRAND GUIDELINES

GRAPHIC DESIGN

LABELS & PACKAGING

PHOTOGRAPHY

Developing the brand foundation

Emerald City Flowers aimed to differentiate themselves from other florists. Before diving into design, we conducted thorough research and in-person workshops to examine their business. We discussed their brand story, mission and vision, positioning, target audience, customer profiles, buying journey, touchpoints, business goals, and growth opportunities. The resulting Brand Strategy Roadmap provides a foundation for the brand, guiding the visual design process and enabling Emerald City Flowers to connect with their ideal audience, answer questions, and confidently achieve their business goals.

Sculpting the identity

2021

2022

The visual identity combines approachability and modern luxury to create a timeless style that grows in its iconic nature over time. The bold mark symbolizes the bending and manipulation of petals to create the romantic and sculptural designs that Emerald City Flowers is known for. The clean and modern design is intended to capture attention, stand the test of time, and remain versatile and readable in both digital and print contexts. Its square dimensions make it ideal as a profile icon for any social media platform.

LOGOTYPE

The primary logotype helps to establish name recognition while conveying the brand style through a fashion-inspired serif typeface with interconnected letters. The logo speaks to those who appreciate style and beauty while the interconnected letters are inspired by the sculpted nature of Emerald City Flower's floral arrangements.

LogoMARK

This iconic secondary logo symbolizes the bending and manipulating of petals to create the romantic, sculptural designs that Emerald City Flowers is known for. The clean, modern design is intended to stand out, capture attention and stand the test of time and have the flexibility and readability to be used in almost any situation, for both digital and in print. It’s squarish dimensions make it ideal as a profile icon on any social media platform.

Emblems

Simple emblems were created to further enhance the responsive nature of the logo system for social media and be used in additional materials such as stickers for delivery boxes and t-shirts for crew members to wear on installation days.

video: Emerald City Flowers

Illustrations

The custom-designed rose and greenery illustrations speaks to the sculptural nature of how Emerald City Flowers creates their floral designs through bending and sculpting petals and leaves. The rose is also the classic flower that will always be their favorite and makes up the foundation of their most-loved blush tone designs. The illustrations can be used alone, abstracted into a texture or used in a seamless pattern for items like custom tissue paper or non-seamless pattern along with colors to create special luxe moments, like in their stationary, envelope pattern and the letterpress texture. The illustrations also appear as background elements in the clients website.

Labels and Care Cards

The secondary logo was specifically designed to be bold and modern in a way that would both speak directly to the brand but at the same time, be instantly recognizable on the floral delivery box labels, cards, stickers and the custom arch-shaped care cards.

Photography

Multiple brand photography sessions captured the owner at work, the team and the products – both in detail and in the forms they would have for sale at various sizes. The style was light, airy and elegant with minimal props to remain modern but just enough little touches in color, texture and surroundings to provide some environment for each moment to feel unique to the Emerald City Flowers brand style.

The original logo was analyzed for its strengths, such as the natural fit of green in the brand’s color palette and the hand-drawn illustration style that conveyed the handmade quality of the floral arrangements. For the typefaces, luxurious options resembled hand-lettered invitations, fashion magazines, and high-end beauty products. The color palette features soft and muted tones complemented by a modern black-and-white foundation. Variations in green and pink tones were explored, including pastel shades, deeper saturated tones, and foundational gray, black, and white tones with enough depth for the signature blush tones to stand out.

client

SERVICES

BRAND STRATEGY

BRAND IDENTITY DESIGN

CUSTOM ILLUSTRATIONS

COLLATERAL DESIGN

BRAND PHOTOGRAPHY