Florenco Blooms
A commercial landscaper marks forty years in business with a Firestain flourish.
They have the market cornered when it comes to downtown Vancouver’s big buildings. However, their brand was not showing off the level of professionalism and attention to detail it represented. Firestain was commissioned to inject new life into the Florenco brand, and develop a full stationery package and a website, that would position Florenco as the go-to commercial landscaper downtown. The client requested that the original brand colour of royal blue remain, as part of the new look.
The challenge was to make this identity feel very corporate and professional, as it would land on the desks of powerful corporate building management companies. But the nature of their business was plant- and soil-based: far more organic. So Justin created a clean and sophisticated logo, with a hand-drawn graphic of a tree drawn from above becoming the mark. A modern, customized serif font formed the name, with a leaf carefully positioned at the end of the last letter in the name. Instead of using a flat royal blue, Justin introduced a gradient to soften the feel of the royal blue. He passed a deep blue through the royal blue, into a light sky blue. The result is a royal blue ‘feel’, without the overt punch of that colour.
Custom vector leaf elements were used to add to the organic feel of the identity, and a very retro and organic shape was used to die-cut the cards. These included an offset white release, further adding to the organic flavour. The same curves were picked up in the lines on the invoices. The total package achieved what it set out to do: deliver a sophisticated feel worthy of Florenco’s high-end clientele, whilst ensuring the softer, more organic nature of their business remained carefully intact in this fresh, new identity.
Let us create a brand for you that not only looks good, but also communicates effectively to your target audience who you are and why they need you.