Blumen Floral Co. is a full-service wedding and event florist based in Austin, TX.
David Singer-Smith partnered with founder and lead florist Abbie Boyd to capture her natural design style and better speak to Blumen’s high-end clientele.
Identity & Copywriting & Illustration & Web
A natural rebrand for a growing business.
After three years in business, Blumen was in need of a new brand that better captured their attention to detail and eye for natural design. With high-end wedding clients looking for breathtaking work, head florist Abbie Boyd no longer felt her existing brand accurately conveyed the level of design they offered.
The new mark is based on Ogg, a typeface inspired by hand lettered calligraphy, with subtle modification to create an elegant foundation for the new brand.
In developing the visual language, we looked to Blumen’s seasonal and locally foraged floral design. A palette of natural greens and soft neutrals were chosen to accentuate the various colors of her arrangements.
Taking cues from her love of poetry, cascading type treatments that blend Ogg’s standard and italic forms give the brand a flowing and natural feel.
Along with the update to the brand’s visual identity, Blumen was simultaneously increasing their marketing presence. These brochures were designed to be left with venues, bridal shops and other wedding vendors to help introduce the Abbie’s work to new customers.
Blumen’s thoughtful and personal attention to clients had been a backbone of the business thus far. To solidify the experience from start to finish, we designed embossed ‘pressed flower’ post cards for the handwritten thank you notes she sends to every client after their big day.
To round out the brand refresh, we updated Blumen’s website with the new look and improved the hierarchy and communication to ensure better clarity.
As we prepared to launch the rebrand in the spring of 2020, the world and the wedding industry changed overnight. Despite not knowing the future of her business and never having offered individual bouquets, Abbie used this opportunity to find a new outlet for her floral design.
We designed this temporary Mother’s Day splash page and online shop that allowed Blumen to attract new customers and create some joy during this trying season.
