Fred's Flowers
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
My central approach was to visually communicate the personality of the business, ran by caring individuals who appreciate artistry while also favoring functionality over frills. My handcrafted approach remains practical by using craft-store materials and to-the-point information delivery. The minimalist color palette allows the colorful flowers to take precedence, and the red ink on brown paper matches existing booth decor that uses the same approach.
This brand proposal won the Elman Prize for Best in Art Direction, selected by faculty from the 72 total projects submitted by students throughout the semester.
Consultation
The client let me know the style of the simplified logo was too different from their preexisting logo. The second version I provided still improves readability at small sizes while adhering to the preexisting style.
