Stefanie Peterson
Fleur Panache
Overview
Fleur Panache is a conceptual flower boutique exploring the transition from a traditional, physical store to a digital-first experience. This project was developed as a full brand and digital and printed system, imagining how an independent flower shop could expand its presence through an online platform while preserving its artisanal identity.
My role: I worked as brand designer, marketing designer, strategist, and UX/UI designer, developing the visual identity, brand guidelines, website, print assets, and social media content. The goal was to create a cohesive and elegant experience that connects offline sensibility with online accessibility.
The Logo
The first step in designing the logo was defining the foundation of the brand. What kind of flower boutique Fleur Panache would be, what it would stand for, and how it would express itself visually and verbally. Rather than focusing only on practical requirements, the logo was developed from a conceptual perspective, exploring how a classic flower boutique could translate elegance into a contemporary visual identity.
This process began with a competitor research, using the results as a guide to shape the brand’s character. Fleur Panache was envisioned as a refined boutique, and this direction directed the logo design as well as the broader brand guidelines, influencing the visual language, tone of voice, and overall presentation across digital and print applications.
The Brand
Many physical brands still struggle to translate their presence into the digital space. While they may already have loyal customers, access to information, and brand experience is often limited to the physical store. Fleur Panache was developed as a conceptual exploration of that: how a traditional flower boutique could build a meaningful online presence without losing its character.
The focus was on how a brand communicates, and connects with its audience across different touchpoints. Every decision was made with the personas in mind based on our competitor research. The goal was to create a digital experience that feels accessible and informative, while still reflecting the refinement and care associated with a boutique flower shop.
Marketing
The foundation of an online presence starts with marketing. Social media content, visual consistency, and messaging were aligned with the website experience, creating a cohesive ecosystem rather than isolated touchpoints.
The online shop
The website played a central role in the brand experience. It was designed as a space where customers could understand the brand, explore collections, and sell products online. My competitor research revealed that online flower buyers are primarily driven by emotional context rather than product specifications.
Purchases are often made as gifts or for special occasions, with users seeking reassurance and inspiration. Based on these insights, the homepage was structured to guide users through a narrative instead of leading with promotions. The experience begins by establishing the brand’s identity and purpose.
Shopping
The bouquet page was designed to feel like a gallery rather than a product catalog. Instead of emphasizing volume, the layout explores the products based on filters and categories. These filters and categories connects with the user intent, such as occasion and seasonality, reflecting how customers naturally think about flowers. Price and technical details were intentionally secondary, supporting a more considered browsing experience.
