Fragrant Soul is a flower shop that needed a brand identity that would clearly reflect its mission: to inspire treating yourself with a refreshing present. The challenge was to break away from traditional, overly romantic floral branding and instead create a look that felt empowering, refreshing, and emotionally resonant.

I started with a hand-illustrated floral logo using a grainy texture to establish warmth and tactility. Inspired its art déco forms, I combined Brice Semi Expanded and Alice typefaces for an elegant yet approachable tone. The colour palette was intentionally vibrant and modern, avoiding predictable pastels in favour of bold floral hues to reflect personality and individuality.

The result is a unique brand identity that feels both nostalgic and forward-thinking. Fragrant Soul now communicates its purpose with clarity and character, celebrating self-gifting as a meaningful ritual. The final visual system balances emotion with structure — an identity that is soft, confident, and thoughtfully strategic.