A brand rooted
in nature.
It's a fictional visual identity personal project for a florist and garden center specializing in related decor, called "arrel", which means "root" in catalan.
What was done: Visual identifier, complete brand identity, business cards, patterns, social media post design, interior and exterior signage, workwear.
Organic forms,
editorial rigour.
The logotype was designed to feel as if it had grown rather than been constructed. Rounded, flowing letterforms reference roots and tendrils while remaining legible and scalable. Four colour variations allow the mark to adapt across different surfaces and contexts.
The supporting colour palette draws from the earth — deep olive greens, warm terracottas, and pale cream — grounding the brand in the physical world it represents.
Colour system
From screen
to storefront.
The identity was applied across every touchpoint: business cards with debossed logo and plant-care cards for individual species, a botanical repeat pattern for packaging and shopping bags, social media templates including plant-profile cards, and interior and exterior signage.
A web design concept was also developed, carrying the organic visual language into a digital space with a dark olive palette and generous white space.
