Floravere is a luxury bridal fashion brand, born in Los Angeles. The brand offers a curated collection of gorgeous wedding gowns and delivers them right to your doorstep – without the hassle of endless appointments and sample sales. Designed and exquisitely crafted by couture artisans, the dresses are custom-made and never off-the-rack. I created the logo, brand identity & visual language for Floravere in cooperation with selected illustrators and photographers, as well as a diverse spectrum of packaging items, print products and the initial web design.
The archeress became the emblem of Floravere. Her arrow is a delicate Camellia flower, a symbol for young lovers. Based on ancient Greek goddesses, the archeress embodies confidence, strength & beauty – just like the Floravere bride herself. The distinct, classy logotype typography stands for the simple elegance of the brand’s couture dress collection. In combination with a versatile typographic system, it creates a sophisticated look and is thus reminiscent of old-fashioned wedding invitations.
Representing the chic & effortless character of the Floravere brand, the vintage illustrations of flying, floating and hovering objects add an airy playfulness to the design and capture the joy of getting married. The photography functions as an enhancement of that feeling and transports the cool & whimsy LA chic right into the branding.
Molly Kang – founder of Floravere – and I collaborated for nearly two years on this project. It has been a great journey, seeing this brand come to live from first ideas to final launch. Although we live in two very different countries so far apart from each other, we’ve been in touch nearly every day for the whole process, and shared lots of thoughts and ideas. At this point, I feel like I’m part of this brand, knowing it so well, which is an even greater feeling seeing that lots of people respond very well to both the product as well as its design.