A beautiful bouquet of flowers is always a welcome gift—and even more welcome if it comes in packaging like this. Australian agency A Friend of Mine Design Studio designed the branding and packaging for The Modern Flower Co., giving it a dainty, playful design.

“The Modern Flower Company is a small chain of high end London based florists. The identity employs a modernist aesthetic with a strong grid and clean typographic approach but adds an organic element with the typographic marque acting as a vine growing up the trellis-like grid. The trellis grid then informed the layout of the collateral with each piece of communication working to the italicised 45? grid. The balancing of the colour palette was an important consideration in the identity to reach a harmony between femininity and masculinity. The weaving of the typographic vine word mark was also subtly carried through collateral in the construction of the bags, ribbons and tapes.”