So sometime in early spring last year, I partnered with TinaRose Weddings & Events on their rebrand. A quick synopsis on how that unfolded and the strategy that led to the final logo:
TinaRose Events had been around for some years and started off as a full-service wedding planning business. Pivot, a few years later, the brand became more focused on florals and decor with wedding planning still in the picture, but playing more of a secondary role. A new brand design needed to come into play. So here is what happened — and this is going to sound a lot simpler than how it all went down.
- Brand focus shifted from planning to event design with a strong focus on florals.
- The name TinaRose comes from 2 significant mother-figures in the life of the business owner.
- The brand is targeted to reach an audience that is primarily feminine.
- It needed to exude elegance and structure.
Well, there just so happens to be a flower known as a chrysantheMUM. Using typography that is elegant to appeal to the target audience and structured to represent the strength and growth over the years; here it comes — why not incorporate an abstract representation of the floral in the name of the logo — clever isn’t it!!?! We thought so as well; so the TinaRose logo was born.
Fast forward to early 2019, in a random conversation with Dora the owner of the company she shared an exciting project she had been working on and was wondering how to approach labeling this new item. I loved where she was going with it until she shared 2 photos:
- The first of which was a photo a beautiful white box with a full head of lush red roses. It was stunning. Until… I noticed on the box, she had used some type of app to create what was supposed to be the logo/label. It was in a font that looked like it was a cousin to Comic Sans and read “Flowerly” with a clip art flower on top of it and the bottom read “by TinaRose”. Be still my heart, WHY?
- The second of which wasn’t bad at all but wasn’t quite right either. It was the TinaRose logo so it read TINAROSE Weddings + Events. It just didn’t fit the purpose.
So being the great friend I am (or maybe she did that to bait me… I guess I’ll never know now. I digress.), we partnered once again on a design for FLOWERLY by TinaRose.
Flowerly is a flower box offering with the ability for label customization — such as hashtags, names, words etc. The challenge here was whether to make TinaRose the main focus or to give Flowerly its own center stage. My advise was to make FLOWERLY her own being. She is force all within herself and has the ability to grow and be scaled. She deserves her own identity.
THE FLOWERLY STRATEGY: Every one comes from a mother! And FLOWERLY’s mother is TinaRose; and she needed to be represented as well in whatever the final outcome would be. To accomplish this, what better way to keep brand recognition than to incorporate the MUM from the TinaRose logo (see what we did there, MUM — TinaRose is the mum of Flowerly — ah ha moment!) into the new FLOWERLY logo. It would represent the offering perfectly and tie into the name of the product. This subtly keeps TinaRose in the forefront while allowing FLOWERLY to live as its own distinguished product line. The MUM serves as the iconic element that links the two together. A product born of a grander brand with a heart for florals and lush beauty.
Without further ado, meet FLOWERLY by TinaRose
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