Fleurish - Floral Preservation Boutique
Fleurish is a floral preservation boutique dedicated to transforming fleeting floral beauty into enduring memories.
Scope
Branding, Product Creation, & Photography
Tools
Adobe Illustrator & Lightroom
Date
October 2024
Context
Fleurish is a floral preservation boutique dedicating to transforming fleeting floral beauty into enduring memories. The brand aims to appeal to flower lovers and gift-givers alike through its commitment to reduce flower waste and preserve the sentimental value of flowers through handcrafted gift products.
Purpose
40-60% of picked flowers never make it to a final customer. Traditional flower delivery involves multiple middlemen, increasing overall floral waste due to flowers sitting in warehouses, distribution centres, and travelling between locations (The Bouqs Co, 2021).
Through the ancient art of flower pressing, Fleurish transforms end-shelf-life flowers into timeless keepsakes, working to minimise floral waste while providing customers with eco-friendly gift alternatives that commemorate the special moments. The product range includes earrings, bookmarks, and decorative framed artworks, allowing gift recipients to integrate the keepsakes into their everyday lifestyles.
Process
The creation of my products was guided by consumer needs for meaningful handcrafted keepsakes. Clear resin was used to create the Nature’s Jewels earrings and Bloommark, allowing me to create floral arrangements that have function. I created custom moulds for the earrings using hot glue, and used a rotary tool to shave and sand the resin to shape.
Approach
Fleurish adopts boutique branding to market handcrafted gifts as deluxe items, creating a gap in the luxury market by offering genuine, unique products that have superior quality and sentimental value. Like flowers, every Fleurish product is one of a kind, making the gifts even more special.
Visual Identity
Fleurish’s brand is characterised by clean, romantic visuals. The swooping flourishes of the wordmark emphasises elegance and pairs well with the delicacy of the gift range. Playfair Display is used decoratively to capture the personality of Fleurish; its classy serifs pair well with the modern approachability of Montserrat, befitting the luxury boutique aesthetic. Fleurish’s visual elements consist of flower pressing print scans which reinforces the authenticity and physicality associated with the handcrafts. The product and brand photography captures the feminine essence of Fleurish, and romanticises everyday lifestyles allowing customers to build meaningful connections to the brand.
The Bouqs Co. (2021). Flower waste: How farm-direct flowers reduce floral waste. The Bouqs Co. https://bouqs.com/blog/flower-waste-farm-direct-delivery-innovation/?srsltid=AfmBOoop4Rij3Cu-Q4s9fnPAYBLsjynybYjNSU9UcMorEgKxf2PCs1oe
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