Petal & Stem

Hello to you too

You’ve made it this far, which I can’t help feeling is an excellent start.

I’m Tom, a British designer now based in Singapore. My work usually comes back to the same thing: storytelling. Whether it is graphic design, photography, or the very site you find yourself on now,

Since graduating, I’ve worked in a design agency in London, moved to Singapore, and spent time in the worlds of events and coffee, which may be less relevant, buuttt it’s my website, so it stays.

I’m interested in work that gives people something to engage hence why I’m drawn to modular design. It feels alive. It can be moved through, fiddled with, affected, and responded to, whether physical, digital, or somewhere in between.

Lately, I’ve been exploring UX, while photography has stayed close by. I’m especially interested in how places feel, how people move through them, and the details that make somewhere feel like itself.

Anyway, enough talking from me. Have your way with the site, and if you want to chat, the usual channels are below.

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Brief

Petal & Stem is an independent florist started by two best friends who left their jobs behind to chase a shared passion for flowers. The brief was to build a brand identity around their focus on seasonal British blooms and foraged arrangements, working only with what's naturally growing at the time, with no imported flowers or filler. The identity needed to capture that commitment to seasonality, locality, and authenticity, while still giving a nod to the friendship at the heart of the business.

Idea

The concept is built around variability, leaning into imperfection and natural sparseness rather than working against it. It felt right for a business shaped by what's growing right now rather than what's available on demand.

That idea shows up in the logomark, built from repeated "p" shapes forming four petal-like forms. The slight variation between each one hints at constant change, and the four petals nod to the four seasons.

The colour palette pulls from British wildflowers tied to each season: primrose for winter, bluebell for spring, heather for summer, ivy for autumn. To carry the concept through into the physical brand, the packaging shifts subtly across the year, just by changing the tape colour on bouquets and wrapping. Small move, but it keeps things feeling fresh and seasonal without adding cost for the client.

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