Florum is a local flower boutique located in London that features a unique visual concept. A fresh and vibrant atmosphere has been created here, combining elements typical of a rainy city with contrasting plants and bright flowers. An unusual main element of this concept is the blurred storefronts, which reflect the rainy nature of the city and the humidity in the flower shop. The glass fogs up a little, and the bright petals blur and are decorated with drops, creating a wonderful visual effect of rain.

The Floorum identity is a spectacular combination of a logo and neat typography placed on top of each other with a slight transparency effect so as not to distract attention from the bright visual elements that give the project an atmosphere of freshness.

The main ways for the target audience to interact with the project are social networks and a mobile application. Therefore, the main focus was on creating an attractive and user-friendly interface on these platforms. In addition, the project provides additional tools, such as various types of packaging – transparent and colored, as well as tags with useful tips on flower care and ribbons for bouquets.

Physical media, such as packages or tags, are designed with flexibility and individuality in mind. Instead of paints, you can use fresh flowers, just put them in a blurred bag with a logo. All photos within the identity of the Florum flower boutique are combined with vivid pictures of people dressed in transparent costumes with flowers to convey a mood of freshness and brightness.