At the beginning of their business, they were a small boutique with the dream of expansion. Their logo was just a sign with the name "Fleur Panache" written in minimal fonts. Not exactly a logo, but more like a temporary representation of their name. With time, they realized they needed to take their business into a more professional look, transforming their store into a real brand.

The first step to designing a logo begins with understanding. What the brand does, what it wants to accomplish, and how they are planning to do that. Not only in the practical way but in the conceptual side too. I took these questions and started my journey of studies and sketches, making sure the answers were clear. Fleur Panache is a classic boutique. Their brand guidelines are reflected in their voice, creating a defined aspect of how they are visually presented.

Another role I had for this project was taking care of the brand's visual identity (brand guidelines) including the logo and the overall structure that makes the brand recognizable as a brand - visually speaking -, making sure the style was in alignment with the marketing goals. Fleur Panache was not exactly a new shop but had a well-stabilized vision of who they were and what its business was trying to accomplish, making the process of branding easier to visualize.

For the visual identity creation, I had to work alone as a designer, having Amanda's consultation throughout the process. The role of a brand designer is larger than just the visual aspect. It involves understanding the brand's values, target audience, and market positioning to craft a cohesive and memorable brand experience. In essence, a brand designer plays a crucial role in translating the essence of a brand into visual elements, fostering recognition, trust, and loyalty.

Their goal with their business was to create an online presence. My goal was to create a professional brand structure that could attract new clients and provide a better customer journey for the old ones, using the best visual and intuitive experience based on their client's needs, including clear filtering with their products, language options for foreigners, and information such as contact, workshops, and flower care.

This could be done by implementing simple solutions, for example: giving them the option to change languages, or intuitive icons to guide them through their purchase. In a country that is widely recognized as one of the largest exporters of flowers in the world, you need to stand out from the competition, offering them valuable and consistent work. A website that can instill trust has a better chance of having a higher click conversion rate, making its clients loyal to their customers.