Grumpy Flowers
Full brand identity for a boutique florist, followed by collateral, merch and more.
Industry
Retail · Floristry
Scope of work
Brand Identity & Strategy
Duration
TBC
Challange
Grumpy Flowers came in with a name they loved and a loose 60s mood reference. Everything else was a blank slate.
The floral category defaults to one of two modes: soft and forgettable, or so editorial it forgets to be warm. Neither was right for a brand called Grumpy Flowers. With no existing identity to extend or constraints to push against, every creative decision had to feel cohesive across a wide touchpoint range from day one — not assembled over time.
Goal
Build a complete brand identity that held character across every format, from day one.
A system that didn't play it safe and didn't tip into twee — distinct enough to stand out in the floral category, warm enough to feel right for the business.
Solution
A custom-drawn wordmark, a six-colour pastel palette, and a set of illustrated icons that gave the system its character.
The letterforms were built around rounded, expressive 1960s type, controlled enough to hold at small sizes. Custom smiley-face florals travel across wrapping paper patterns, swing tags, stickers, thank you cards and website assets without losing their charm in any format. One concept was presented. The client approved it without changes.
