Liz Likes Flowers

The Role | Brand Designer & Identity Design

Liz came to me with a name she loved and not much else holding it together. "Liz Likes Flowers" is disarming, a little funny, and easy to remember... but the brand around it didn't match the artistry of her work. She'd been a florist since 2007, won her first competition the year before, and was moving from event work into fine-art floral shows. The brand needed to grow up with her without losing the charm that made the name work in the first place.

I handled the full identity: the LLF monogram, the custom wordmark, the floral marks and supporting iconography, the color direction, and the system that ties it across web, print, packaging, and signage. Everything you see here... the cameo lockup, the tulip mark built from her initials, the deep botanical blue... came out of that exploration.

The Challenge

The brief was a tightrope: youthful and modern, but a little off-kilter. Liz didn't want a clean minimalist florist logo... there are a thousand of those, all sans-serif and sage green. She wanted something with personality and a touch of the strange, the way her show arrangements push past pretty into actually interesting.

So I leaned into contrast. The monogram borrows from Victorian engraving and blackletter... ornate, almost gothic... then sits it inside a cameo like an heirloom locket. Against that, the floral marks go the other direction: geometric, a little odd, tulips and blooms abstracted into shapes that feel more folk-art than florist. The result reads old-world and modern at once, which is the off-kilter quality she was after... familiar enough to trust, unexpected enough to remember.

The name does a lot of the work, so the identity had to earn its keep without fighting it. Restrained where the name is playful, expressive where the name is plain.