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Absoluta Flora

Absoluta Flora

Rebeka Arce
April 14, 2021
1 Comment

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.

Rebeka Arce

Rebeka Arce is a freelance multidisciplinary designer and art director currently based in Madrid developing visual and creative solutions for the audiovisual media with a focus on brand creation, flexible identity design systems, moving & still image creation and editorial design.

Living and working in different cities like Berlin, Bilbao, Barcelona and Madrid has helped her appreciate cultural diversity, especially in regards to design.
She has worked across disciplines to bring to life dynamic design solutions combining traditional graphic design elements with illustration, art and photography.
Her work is shaped by an interest in typography, colour, and the rhythm of things.

Rebeka's passion and personal approach to design has giving her the opportunity to work or collaborate with studios, production companies and agencies such as Maven Studio Berlin,
McCann, Supperstudio, Espadaysantacruz, Fragmento Universo, The Mood Project, La Livingston and many others and clients ranging from Sony Pictures Entertainment, AXN, Vodafone, Schweppes, L'Oréal, Lékué, Philadelphia, Madrid City Council, film industry, cultural and institutional organizations, music and fashion industry and local business.
If you want to know more:
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