Client
Fred's Flowers is a beloved vendor at the Athens Farmers Market, selling fresh-cut, locally-grown flowers to the Athens community. Known for their vibrant seasonal bouquets and warm presence, Fred's Flowers embodies sustainability, natural beauty, and local charm.
Challenge
My task was to create a cohesive brand system that applied the client's existing logo across packaging, signage, and merchandise. The client wanted a handcrafted yet professional feel, authentic to the Athens market community.
Design Solution
Inspiration
To ensure the new brand integrated well with the surrounding community, I drew inspiration from local imagery, especially that found at the Athens Farmer's Market, along with timeless hand-carved linocut stamps.
Greeting Cards
Sine the client had already been using red-inked stamps on brown paper for various booth materials, I decided to continue this motif across my proposed branding.
T-Shirts
Hand-drawn illustrations feature goats, a memorable idiosyncrasy of the client and their farm.
Banner
Branding collaterals used a minimalist color palette so that colorful flowers could take visual precedence.
Simplified Logo
I originally proposed a simplified logo that would have improved readability at smaller sizes.
Revised Logo Suite
After reviewing the simplified logo, the client let me know they wanted something more similar to their original logo. The second version I provided still has the benefit of readability at small sizes.
Business Cards
Business Invoice
Hang Tags & Stickers
Coloring Pages
During the initial consultation, the client suggested coloring pages for children. I generated these with AI and added their logotype.
Results
Although the client chose a different candidate, this brand proposal won overall best design from the semester, chosen out of 72 possible projects. This was determined by 3 faculty members who judged all 72 projects anonymously.
