The brand guidelines for Flora encompass the creation of a logo and wordmark with designated safe space lockups, a defined color scheme, and specific font choices. Following these guidelines, I developed patterns, icons, merchandise, and posters to support the brand's identity.
Flora is a concept I created for a café inside a greenhouse. It’s a place where people can escape the busyness of daily life while enjoying a cup of coffee surrounded by beautiful plants.
/ Adobe Illustrator
/ Adobe Photoshop
/ Graphic Design
/ Branding
/ Illustration
Development of the Font
The font was made on a simple grid and only used basic shapes such as circles and rectangles. The font reflects the theme of Flora which is relaxing, tranquil, and comfort.
Development of Logo
The first logo design took inspiration from a generic flower image. The petals are made from the butterfly wings on the letters ‘a’ and ‘r’ in the wordmark. However, the end result was too geometric and didn’t portray the natural aesthetic of Flora.
Final Logo
The final logo was inspired by a lily flower to make it look natural. It also used the butterfly wings to make the petals. This final logo better fits the aesthetic and image of Flora because it mimics the shape of a real flower.
Logo
The Flora logo features a flower made from the two terminals of the lowercase ‘a’ and ‘r’ of the wordmark. When paired with the wordmark, the logo is split horizontally.
WordMark
The wordmark has a modern look to it but still feels natural, mimicking the plants of the greenhouse. Decreased kerning between the ‘r’ and ‘a’ creates a butterfly shape, furthering the nature aesthetic.
Patterns
Flora has three different patterns, each with two different color backgrounds. This gives a variety of options when designing merch and advertising for the cafe.
Posters
The posters are from the viewer's point of view, making it look like they are sitting inside the greenhouse enjoying a cup of coffee. The greenhouse window changes in each poster, as well as the color of the coffee cup and flower. The tagline at the bottom, “Greenhouse Brews,” lets the viewer know what Flora is as a business.
Pictograph Way finding Signs
These six icons can be used in the cafe to let customers know what to do, where to go, and what certain things are. The icons are simple and easy to understand so that customers don’t get confused. The icons can be used in the form of stickers or signs.
2024