Project
Concept brand identity
Logo design · Brand identity · Brand applications
Van Houten
Brand identity for a flower shop, from concept to applications — a tulip where every tone comes from the overlap.
The design
It began with a technique, not a brief
While playing with layers and opacity, we came up with the idea of a flower shop. The logo is a tulip built from overlapping petals, all in one pink, each one slightly transparent. Where two cross, the pink deepens on its own; where a petal sits alone, it stays soft and light. Nothing is shaded by hand, every tone comes from the overlap.
The tulip is paired with an elegant but modern handwritten font, suggesting a small shop where someone wraps the paper by hand.
Tulips are traditionally tied to deep, unconditional love, and not only the romantic kind. That makes them a fitting gift for anyone you love, whether a partner, a child, a parent or a sibling.
From sign to sticker
Where the brand meets its customers
The logo had to work on everything, from the largest format down to the smallest. It lights up the sign above the street, repeats as a pattern across the wrapping paper, sits on business cards and stationery, seals a bouquet as a sticker, hangs from a tag tied to the stems, and goes on a tote bag.
Then the bouquet leaves the shop, gets carried through town, someone photographs it along the way, and it ends up on a table in someone's home and on social media. The packaging ends up doing the work advertising usually does.
