Laceroots Floral | Brand + Web Design

Laceroots Floral wedding florist brand design | Reux Design Co.

Hello hello! Today I'm SO excited to share the new branding + website I just wrapped up for Laceroots Floral. D came to me at the beginning of the year wanting to update her brand to align with her business goals & style. As she's grown over the past few years, it was important now more than ever to create a visual identity that truly reflected her heart for what she does. We both absolutely love how everything turned out. Read on to see the process + final results! 

floristy moodboard for brand design, earthy, natural, authentic | Reux Design Co.

THE STRATEGY

First up was our brand strategy & moodboard! I love spending some time at the beginning of each project digging into the research to create a brand strategy. I include things like like brand buzz words, ideal customer, competition, & a visual direction to help create a solid base for when I start designing. For the moodboard, we ended up going with a super natural, earthy, organic feel. A mix of messy lettering & that beautiful rust color really hit home for us.  

 

D's spends most of her time creating florals for weddings. Her ideal customer is non-traditional, wanting an intimate & customized wedding that's rooted in her love story. We wanted to appeal to that sort of deep, connection-based relationship with her branding + color scheme. 

THE LOGO

With all of this in mind, I got to work designing the logo! Something super special about this one is that D actually helped me hand letter the type. Normally I would NOT do something like that, as I like to letter & create everything myself. But I loved her thinking behind it: she wanted to incorporate some personal element into her logo as a representation of how she likes to work with clients. Everything she does is intimate & done lovingly by hand, & so we decided to add a bit of that to her branding as well. 

 

With the initial lettering, I played around with the full logo, creating something both organic & raw, while still being clean. Another problem D had with her previous branding was that potential clients often didn't know that she was a florist. So, keeping that in mind I added some elements so that anyone who landed on her site or saw her logo immediately knew what Laceroots was all about. 

laceroots floral logo design, intimate wedding florist branding | Reux Design Co.

THE ELEMENTS

Rounding out the brand was next on our agenda. I designed a full library of logo variations, submarks & smaller elements for D to use. This is one of my favorite parts of branding! Sometimes the full logo won't fit correctly or there isn't enough space, so having these flexible elements allows D to keep her brand consistent in any context. 

logo variations for intimate wedding florist in CA | Reux Design Co.

I also designed a beautiful patten as well as a few stationary options. The patten can be used in this light neutral color way or a full variation including the deep grey & rust color. We had tissue paper in mind when designing this, which will add a natural pop of fun to any packages she sends out. 

illustrated floral neutral pattern for wedding florist branding | Reux Design Co.
thank you cards and stationery for wedding florist | Reux Design Co.
earthy neutral & tan stationery design for wedding vendor | Reux Design Co.
eucalyptus design for florist rebranding | Reux Design Co.

THE WEBSITE

For the final stage of our rebrand, I redeveloped the Laceroots website! D was already using Squarespace (which you know I absolutely love & recommend!) so it was a really quick process! We updated everything with her new branding & photos, created a more user friendly interface and highlighted all of her amazing floral work in a mobile-friendly way. I love how this turned out! It's clean & simple but really reflects her personality & the handmade touches she carries through her work. Make sure to check it out & let us know what you think. 

Laceroots Floral website design on squarespace | Reux Design Co.

WRAPPING UP

This was truly one of my favorite projects to date. Not only is D my ideal client, she became a dear friend in the process. And I think that's the best outcome for these projects, in my mind. Make sure to check out her new branding in action & let us know what you think of everything. 


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