The brief is to design the brand identity for Petal & Stem, an independent florist created by two best friends who left their previous jobs to follow their passion for floristry. Their business focuses on seasonal British flowers and foraged arrangements, meaning they only use what is naturally growing at the time, avoiding imported blooms and filler flowers. The brand should reflect this commitment to seasonality, locality, and authenticity while also celebrating the friendship behind the business.

My concept centres on the idea of variability, celebrating imperfection and natural sparseness. This reflects the nature of seasonal floristry, where arrangements change depending on what is growing at the time. I expressed this idea through the logomark, which is made up of repeated “p” shapes that form four petal-like elements. The slight variation in these shapes suggests constant change and movement, while the four petals also symbolise the four seasons. The colour palette draws inspiration from British wildflowers associated with each season: primrose for winter, bluebell for spring, heather for summer, and ivy for autumn. To extend this seasonal concept into the physical brand, the packaging would subtly change throughout the year by altering the colour of the tape used on bouquets and wrapping. This approach maintains a sense of freshness and seasonality while keeping production costs low for the client.