Wed, 21 Oct 2020 11:33:55 GMT
Bloom & Wild are a category-defining brand and business. Pioneers of the letterbox flowers format, they have taken Europe by storm with their innovative and uplifting products delivered in thoughtful ways.
The business of flowers is built on care and in the world of flower branding, that has traditionally meant sweet messaging in a pink world. Limited and somewhat outdated depictions of femininity flood the market today, which is why it felt like the perfect time to refresh Bloom & Wild’s design elements to better represent their customers; the ‘Care Warriors.’
Working from the ‘Care Wildly’ platform, developed by Bloom & Wild’s first creative agency, Other (the newest addition to the Mother family), Mother Design wanted to build a brand world that balances both the organic and living qualities of the product, with a bold and down-to-earth character driven by the customers who use it.
Life is given to the brand world through the use of natural light and shadow in photography, a candid style of portraiture, core colours of white, linen and pine and a sensitive approach to tactile packaging design (due to be rolled out from January 2021) - all of which build on the sensorial nature and living qualities of the brand.
This is then punctuated with an energetic lemon shade and a classic serif/sans typeface pairing, animated with expressive, curved type formations. Not to be overlooked, an updated logo and new floral Gift Stamp tell a bold story with a nod to the unbounded wildness of the product.
Kirsty Minns, creative director at Mother Design says: “Through honest photography, a charismatic tone of voice and bold graphics, a strong sense of modern femininity can be felt within this digital-first brand. Throughout the design system we wanted a visual tension between a stripped back confidence and a warm sense of humanity.”
Designed to both represent and inspire Bloom & Wild’s ‘Care Warriors’, the new brand system will be launched in the UK, France and Germany over the coming months.
The ‘Care Wildly' creative platform will be debuted in the brand’s new TV campaign, created by Other in parallel to Mother Design’s brand refresh.
Brand: Bloom & Wild
Project: Bloom & Wild brand refresh
Client: Zoe Marie Williams, Head of Creative, Bloom & Wild
Studio: Mother Design
Categories: Mailorder, Retail and RestaurantsMother, Wed, 21 Oct 2020 11:33:55 GMT