The design studio based in Melbourne A Friend Of Mine developed this fresh identity for a small chain of high end London based florists, called The Modern Flower company.
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 color 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.