The Modern Flower Co. Florist

by Theresa Christine Johnson on 09/26/2016 | 3 Minute Read

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A beautiful bouquet of flowers is always a welcome gift—and even more welcome if it comes in packaging like this. Australian agency A Friend of Mine Design Studio designed the branding and packaging for The Modern Flower Co., giving it a dainty, playful design.

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“The Modern Flower Company is a small chain of high end London based florists. The identity employs a modernist aesthetic with a strong grid and clean typographic approach but adds an organic element with the typographic marque acting as a vine growing up the trellis-like grid. The trellis grid then informed the layout of the collateral with each piece of communication working to the italicised 45? grid. The balancing of the colour palette was an important consideration in the identity to reach a harmony between femininity and masculinity. The weaving of the typographic vine word mark was also subtly carried through collateral in the construction of the bags, ribbons and tapes.”

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Using the trellis grid as inspiration truly gives consumers the sense of looking at a vine growing on and around it. It gives the sense that something is blooming inside the packaging and tempts the recipient to look inside. Light pink, while feminine, plays more to the idea of the actual product rather than making it seem like something geared towards women—making it an ideal stop for lovely, colorful, fragrant flowers for a man or woman. While the font feels delicate and a little more traditional, the geometric qualities of the grid add in a modern edge.

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Designed by A Friend of Mine Design Studio

Country: Australia

City: Melbourne

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