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Absoluta Flora is a brand new florist located in the historic centre of Valencia (Spain). We developed the visual identity focused on its main big idea: 'Everything starts with a flower'. The visual identity is driven by the unique personality of the brand: magical, elegant and mysterious.
The aim with the brand identity was to tell a oneiric story with a cinematographic style across all the applications to make the shopping experience inspiring and meaningful: business cards, bags and interior design with materials such as black tiles, cement, a mix between industrial and baroque-style furniture and melancholic lightning. The claim 'Everything starts with a flower' introduces the client to Absoluta Flora's story.
Inspired by nature, the design of Absoluta Flora's symbol - a letter F that grows from a letter A - is based on the golden ratio proportions as flower petals, seed heads, tree branches and shells.
We chose Eksell Display Stencil to create the wordmark as the organic endings of the font reminded us of plant's leafs.
Illustrator, Photoshop and InDesign. Software is not a relevant piece of the work as it was the relationship with the client, the attention to detail and the analysis of the neighbour where the store is located.
Nature has a great capacity to teach us, inspire us and build narratives that convey emotions to people.