Problem

Bluemoon Floral was in need of a more cohesive identity, the company has an interesting name and business model in which the fresh flower arrangements are affiliated with each moon cycle. How do we utilize this model to make the brand look and feel different when paired against other floral shops in the area? 

what i did

In order to tie the business model into the new identity, the mark was updated with a more friendly, rounder typeface and reshaping the 'O' letterform to create a waxing crescent—a recognizable moon cycle. Once the mark was reconfigured, the shape was mirrored into other aspects of the identity. Bluemoon is about the beauty of the flowers while tethering them to celestial patterns in a modern way.

Identity

Bluemoons' updated identity is designed to put the spotlight on the beautiful flower arrangements made daily, and to the ever-changing cycles of the moon. The color palette isn't aiming to compete with the florals, so light and neutral blue tones are used throughout the whole brand. Opacities were used, along with celestial patterns and floral imagery to connect the shops' theme of flowers and moon phases. 

Experience

After ordering or picking up arrangements, flowers are wrapped, sealed, and are carried within a branded holster to protect your delicate beauties.

For in-store purchases customers can acquire a loyalty card that reflects the full monthly moon cycle, the card is punched out with each purchase in order to get future floral benefits.