Lingfei Cao

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Brooklyn, NY


Blossom
Brand Design
Illustration
Motion Design

"Blossom" is a branding design and optimization project for a small flower shop on New York City's streets. As the shop does not have a physical store space and sells flowers along the city streets, I positioned "Blossom" as a city-grown flower shop. The logo of "Blossom" has three forms, starting from the overlapping letters constrained by the city and then stretching out to display the complete word. Finally, it blossoms into a flower-shaped "O," all of which are presented in a dynamic form.

To optimize the overall branding of "Blossom," I found that the shop's target customers were mainly working people and students confined by the city's gray, towering buildings. The flowers sold at the shop are primarily used to help people feel better on the go and to decorate their homes. Therefore, I designed bouquet decoration cards and corresponding care instructions for each type of flower sold at "Blossom."

The illustrated part of the decoration card adopts the concept of flowers growing in the city. The vase is designed in the shape of a building, with corresponding flower species indices as the windows and the part that provides flower knowledge for customers. The back of the card is the flower care instructions, which help customers extend the flowering period.

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