Flor Del Soul

Disciplines: Art Direction, Brand Design, Brand Development, Brand Guidelines, Brand Identity, Brand Management, Brand Strategy, Concept and Research, Design Strategy, Illustrations, Logo Design, Merchandise, Patterns, Print, Rebrand, Typography

Flor Del Soul is a Latina owned business that’s dedicated to making floral experiences accessible and personalized for every customer. Their creations bring a piece of Latin America's rich past to light. Culture and craftsmanship were set as the foundation to rebuild the brand. The branding reflected and embraced a broader audience that went beyond the wedding ceremony space.

The logo and brand elements incorporates vibrant patterns that move and dance like a bouquet of flowers. Working in partnership with Flor Del Soul, We defined an expression that encompassed Latin culture and represented those who make up the industry. We were inspired by the vibrating hues, bold organic shapes, and abstract items found in Latin Pop Art, as well as Flor Del Soul's floral arrangements' craft, beauty, and artistry. We devised a system that combines abstracted flower designs with a palette of earthy tones. A more variable, lively, and expressive voice that takes audiences to the world of flowers.