Based in Stoke Village, Plymouth, Flower Fayre is a high quality florist offering their own bespoke floral design products as well as Interflora services (bouquets and delivery). The four main market opportunities are weddings, funerals, corporate and gifts, all of which Flower Fayre wanted to become more established and known within.
One of their florists, Amy, was named Young Florist of the Year in Devon & Cornwall and competed at the Chelsea Flower Show in 2014, gaining the company local and national press coverage.
The client and I agreed that Flower Fayre should be portrayed in quite a feminine but not overly formal way. Many of their clients are women so the logo needed to appeal to them while staying away from clichéd (and difficult-to-read) script fonts and obvious flower-shaped graphics and imagery.
That feminine touch needed to come through in a motif or mark that could be accompanied by very clean type that would retain a touch of class as well as being legible as the public drove or walked towards their shop on a main road.
My investigation took me through many executions but the strongest was a monogram based on the initials ‘FF’. The letter ‘F’ was created as a decorative, abstract and organic-looking mark which was rotated 180° to form an elegant ambigram.
The type was created using an art deco-style sans serif font which I customised to add small pointed serifs and a redrawn letter ‘R’, resulting in a bespoke and clear type style.
The letter ‘F’ was created as a decorative, abstract and organic-looking mark which was rotated 180° to form an elegant ambigram.
"It was an absolute pleasure to work with Owen. We had no idea at all at what we wanted to achieve as the final result and Owen mapped out several routes. We didn’t feel pressured and it was easy to communicate. I would recommend Owen to anyone – its not just a logo, it’s all about the brand awareness and he has helped push our business forward."
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