Brand identity concept for a tea and floral lounge

OVERVIEW

This project was created as a concept for a dear friend of mine with a vision to create a unique combination of a garden, custom floral bouquets, and a tea lounge. When approaching small branding projects such as this, I take the time to understand both the energy of the person and their vision. Every decision is sourced from this initial foundation, from which I make both intuitive and market-informed choices to bring about the best outcome for the business.

I wanted her abundant feminine energy and love of nature to be expressed in Blume’s visual identity. Lauren is someone who truly lives and breathes her love of nature, so I chose this logomark to represent her brand, as the organic, flowing lines emulate leaves blowing gently in the wind. The color palette carries earthy and emotionally calming qualities that suit Lauren’s personality well. Her feminine, peaceful, and present-moment groundedness is consistently anchored throughout the brand—from the letterforms to the tone of voice.

DESIGN APPROACH

• Nature-inspired logomark: organic, flowing leaf forms reflect the brand’s connection to gardens and floral arrangements while communicating softness and natural movement.

• Earthy color palette: muted greens, creams, and warm botanical tones create a calming and grounded atmosphere that reflects the brand’s connection to nature and slow, intentional experiences.

• Elegant typography system: soft, refined letterforms balance femininity with readability, creating a brand that feels welcoming, peaceful, and elevated.

• Versatile brand elements: the leaf icon and typography system were designed to work across multiple applications, including packaging, signage, print materials, and digital graphics.