The Fresh Bloom
THE FRESH BLOOM
Services: Brand Strategy, Logo Design, Collateral, Squarespace Design & Development
The Fresh Bloom is a unique floral market coming to Gainesville, Georgia this spring. Inspired by European street markets, they will offer ‘You Pick’ and ‘We Pick’ services in addition to their bridal packages and local wedding venue partnership. Founded by a Gainesville-born sister duo, The Fresh Bloom aims to create a unique customer experience where florals are for everyone, all the time.
The Fresh Bloom’s target audience is primarily females, ages 20-50, a socially active woman both virtually and among her community. She loves when things look put together and will be over the moon about The Fresh Bloom’s vision and storefront as much as she will about the florals themselves. Entranced by European travel herself, the ‘you-pick’ option designed after street markets will become her favorite way to treat herself as well as her favorite party gift for friends. Approachable, sophisticated, trendy and inviting were all dominant words in our strategy session.
In designing the visual brand for The Fresh Bloom, we opted to use a combination of custom script balanced with simple serif fonts. This combination alludes to a higher-end boutique shop, but using them together maintains the approachability of the brand. We also decided to use a word mark as the primary logo and bring the graphics into sub-marks that can be used both with the primary branding as well as in support across other collateral. This balance helped simplify the brand and obtain a minimalism aspect while still providing unique graphics speaking directly to their target audience.
ORIGINAL MOOD BOARD
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