Design Project Context Explanation:
The branding and logo design for Lilly's flower shop was crafted with careful consideration of both the owner's vision and the specific needs of the target audience in a small town in Bulgaria. As a pro-bono project, (it was one of my first logo projects from the time I was learning logo design following YouTube video instructions) it provided an opportunity to blend creativity with purpose, especially as Lillyana, the shop owner and a relative, embarked on her entrepreneurial journey after retiring from her post office position.
The Project
Target Audience:
The target audience for Lilly's flower shop comprises the residents of a small town with a population of 13,000, with a significant portion being under the age of 30. Understanding the demographics and cultural context of the town, the design aimed to resonate with a younger audience while also appealing to the broader community.
Design Approach:
Given the audience's preferences and the owner's aspirations, the design focused on creating a brand identity that exudes freshness, vitality, and a sense of warmth. The decision to use soft colors such as yellow, green, and white was intentional, as they evoke feelings of joy, growth, and purity, which are all qualities associated with flowers and align with the shop's offerings.
Typography and Iconography:
A custom typography was crafted, using grid system, based on circles and lines, Shape Builder tool was employed to create the logo, symbolizing the interconnectedness of nature and the harmony found in floral arrangements.
The typography chosen for Lilly's flower shop logo consists of two primary typefaces: a custom-made typography, using grid system, created through circles and lines (for the main logo), and Baumans Regular as the supporting typeface. Baumans Regular, known for its rounded shapes and contemporary feel, complements the custom type perfectly, adding a touch of elegance and playfulness to the brand identity. The rounded letterforms of Baumans Regular align with the overall aesthetic of the design, contributing to its youthful and fresh appeal while maintaining a sense of sophistication. By combining custom typography with a carefully selected supporting typeface, the logo achieves a harmonious balance between uniqueness and readability, further enhancing Lilly's brand image and resonating with her target audience.
The brand icon, a simple flower representing a Lilly, serves as a visual anchor and instantly communicates the shop's focus on floral arrangements. Its simplicity ensures easy recognition and scalability across various marketing materials and platforms, contributing to brand consistency and memorability.
Tools Used:
Adobe Illustrator was utilized for crafting the custom logo, including the typography grid system and the brand icon. Additionally, it was used to design the brand identity poster, ensuring consistency and coherence across all elements. Photoshop was employed to create a mockup showcasing the logo's application and to export the final logo image in high-resolution JPG format. These tools enabled seamless design creation and presentation, ensuring the logo's effectiveness in various contexts and applications.
Success and Impact:
Since its inception, Lilly's flower shop has thrived as a successful small business in the local community. The design played a significant role in attracting attention, building brand recognition, and fostering a positive perception among customers. Its rounded shapes, soft colors, and feminine feel have resonated well with the target audience, contributing to the shop's overall success and growth.
Examples of Logo in Use
Overall, the branding and logo design for Lilly's flower shop exemplify the power of thoughtful design in elevating a small business's identity and establishing a strong connection with its audience. Through the strategic use of color, typography, and iconography, the design not only captures the essence of the shop but also reflects the owner's passion and dedication to her craft, making it an asset in her entrepreneurial journey.
Thank You!