The Weedy Bunch was a diploma project and for some reason I thought I'd give myself the challenge of making it a florist that sells weeds. I did used to work in advertising, so I figured I should be able to sell it. It sounds fun and charming in theory. It is slightly less charming when you realise that stock photography of respectable-looking weed bouquets is essentially non-existent. On the bright side, it taught me how to AI generate wildflower bunches that looked good enough to sell, which turned out to be a skill worth having.

THE OPPORTUNITY
To create a brand identity and website for a florist celebrating wildflowers and weeds as the beautiful, rebellious things they are. The target audience were eco-conscious women who appreciate nature in its unedited form. Not a pink cellophaned carnation in sight. The brand needed to feel fresh, joyful and a little bit wild.

THE SOLUTION
The name came first: The Weedy Bunch. From there the logo became the idea. The typography was designed to behave like a weed itself, pushing up between and around the letters, finding its own way through. The colour palette drew from the genuine beauty of wildflowers: fresh greens, mustard yellows, sky blues, clay pinks and tangerine oranges. A brand pattern was developed and the identity rolled out across website, stationery, packaging, apparel and signage, all carrying the same quietly joyful energy that makes you want to put a dandelion in a vase and mean it.