About
Flora is not a traditional florist; it is a design studio that uses flowers as its medium. The brand identity must reflect this philosophy: a powerful yet soft, refined yet expressive presence. Every element should feel deliberate, like a masterfully composed floral arrangement.
Concept
The logo is the cornerstone of the brand, utilizing the Playfair Display typeface. This choice perfectly marries classic elegance, seen in its soft, delicate thin strokes, with modern power, conveyed through its bold, assertive thick strokes. The result is a aesthetic that feels both timeless and decidedly contemporary.
The modified "O" serves as the focal point, transformed into a stylized, abstract bloom. A line beneath the wordmark, following the same angle as the stem of the 'F', represents the strong vertical of a stem. This element guides the eye, creating a complete and dynamic composition. Together, the wordmark and this line visually suggest a closed ribbon or gift wrapping, immediately connecting to the brand's purpose of creating gifts and curated presentations.