What Molly Burke does surpasses floral design. It’s bigger than making beautiful things. After countless conversations and workshops, we came to learn that at the core of all of this, is the drive to get up in the morning to grow community, nurture relationships and cultivate new ones. Flowers are a vessel to achieve this, but not the focus. The focus is narrative. It’s about telling stories without words. It’s about evoking memory and joy from past experiences. It’s not about the arrangements, but rather who they’re for and how they make them feel.
Everything Molly crafts, through Fleetwood Floral, starts from within– whether that be a memory or a feeling or simply a line of poetry. It’s about capturing the essence of the intangible through the tangible. This was ultimately the inspiration for the whole identity, which is rooted to a custom inline display typeface; one that allows the letters to be bold and airy simultaneously. By having a custom brand typeface, Molly is able to use the typography in a bold way without repeating the logo or monogram everywhere. Because the typography is hollow on the inside, it can be used at large sizes without feeling heavy.
The custom font paired with a strong, recognizable color and nuanced approach to showcasing arrangements allows for the brand to be immediately distinguishable amongst competitors.
In addition to the main logotype and custom typeface, we also developed a monogram comprised of the two O’s in “Fleetwood”. The initial thought was to use the two F’s but the O’s seemed less predictable and by interlocking them, we were able to subtly allude to interlocking rings or in a broader sense, unity, partnership, and love.
Much of the landscape in floral branding is saturated with high contrast serifs, fashion-inspired motifs and qualities, and a lack of authenticity. This brand challenges the status quo and positions Molly as a multifaceted, unconventional florist with a fresh perspective on the floral industry.
- Agency/Creative: Instinctual Beings
- Article Title: Instinctual Beings Redefining Fleetwood Floral Brand
- Organisation/Entity: Freelance, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: United States
- Market Region: North America
- Project Deliverables: Brand Creation, Brand Identity, Branding, Graphic Design, Identity System, Research
- Industry: Agriculture
- Keywords: Flowers, floral design, romance, love, bouquet