The Modern Flower Company
Branding / Packaging / Feb 08

Multistorey were asked to re-brand an existing small chain of London florists under their new name — The Modern Flower Company. We felt the word 'Modern' was very interesting as it will always have different connotations dependent on when something has been labelled 'modern'. Can something called modern in the 1950's still be modern now? There can be something charmingly anachronistic about such labels, and we felt it would be interesting to approach the identity with this in mind — using historical reference points, and exploring what was "modern" to previous generations of florists. In this way, we could avoid producing a modern rebrand that would date very quickly...

Using traditional white garden trellis [very redolent of 1950's garden design], as the basis of our story, we then quite literally grew type around it like vines. The grid formations of trellis allows for a very structured and geometric grounding to the looser, organic forms of the type. Much difficulty lay in drawing letter forms that had to run along the 45 degree angles created by the trellis grid, whilst still retaining absolute legibility. We also created windows or shards within the trellis patterns to hold secondary type.

A 1950's sugared almond pink was chosen for the background pattern and a brighter grassy green for the typographic element of the logo to complement and stand out from the pink. The contrasts in colours and harder and softer elements of the structures allowed for a treatment that wasn't overtly feminine, it is men after all who are supposed to be the bigger buyer of flowers..., so it was important to us that we struck a balance with the tone of the brand.

A large suite of stationery has been designed for the client, each one with a specific trellis shape tailored to hold information for that item. One of the more interesting pieces is the bespoke carrier bags whose cord handles actually weave in and out of the trellis printed on the body of the bags. The wrapping paper is printed with more abstracted trellis patterns, wrapped and tied with ribbon printed with a continuous vine.