Van Esch Floral has grown from a service-orientated and subscription-based floral design studio, for which we created the branding in 2019, into a brick-and-mortar shop with beautiful interior decorations, vases, and daily flowers.
We are proud that once again, we were given the trust to (re)brand and (re)position Van Esch Floral.
The former branding and identity of Van Esch Floral especially spoke to wedding & events clientele of the floral studio. In transforming the business from a studio into a studio with a shop, we as Chapters challenged our own former branding to be recreated into a bold branding – making a statement and attracting a wide audience.
The previous branding of Van Esch Floral was very soft, which was fitting with the brand identity of the time. In our strategy we looked at the shops in the street of Van Esch Floral and looked at how we could make the brand stand out from the crowd - we created a premium branding that makes a statement. The interior pieces that are sold in the shop set the style for a bold branding that is fitting for the new chapter of Van Esch Floral.
The floral designer behind Van Esch Floral has a background in fashion design.
She approaches her floral compositions as an art form, which we took as a starting point to build her brand with the pay-off: The Art of Flowers.
Within the creations of the floral artist, she looks at composition, layers, colour use and structure. Her works are much more than a daily bouquet. In our renewed concept, we looked at how we can use flowers to set the tone for the colour palette. A palette that moves between the seasons. Seasons are very important in the work of Van Esch Floral, which is why we implemented the seasons into the branding. We created a palette in which the colours can be rotated – changing from accent colours to background colours that work within each season. A branding that works all year round is definitely worth the investment!
Great branding is in the details. For Van Esch Floral, we branded all visual assets. From the lettering on the company car to the wrapping paper, from the outdoor display to the floral care cards and business cards. You can’t get around the boldness of this brand!
