Identidade Visual – Aflorar Decor

At the end of 2022, I had the opportunity to create the branding of an incredible company of florists: Aflorar Decor.

Camila, one of Aflorar's partners, was looking to rebrand their old brand, but didn't know where to start. Knowing my artistic branding work, she found what she was looking for. Camila and Ana are from Minas Gerais, a state in Brazil full of marvelous florists and they needed to stand out.

First, we looked at the old brand name – Oh My Flowers! In addition to being difficult to pronounce in Brazil, the brand lacked the essence of their work. Analysing the market in which they are inserted, the name Aflorar Decor came up and gave a unique touch to their project. In Portughese, Aflorar means to bloom, to come out - direct relation to what they do.

Along with the problem of the name, we realized that their competitors all failed in the same point: visual identity. Despite having impeccable work, some clearly have no defined identity, and others have such an archaic identity that it does not match the delicate work they do. Eventually, we talked and realized that watercolour and illustration would be the brand's differentials to attract the ideal customer. So my work would fit perfectly.

Aflorar Decor's Branding

The moodboard

No brand comes to life here at Francy Atelier without a moodboard. It is it which guides the style, the palette and the concept of the brand.

The Colour Palette

While the wedding visual identity has three main points (style, colour palette and party concept), the corporate visual identity is more complex. But if there's a point where they connect, it's certainly the colour palette.

We all know the importance of colour to express different feelings. If a brand uses the colour palette in the wrong way, it will certainly pass on the wrong information. That's why it was so important to define here a palette that was, at the same time, delicate, feminine and authentic. Each colour giving its tone to the brand.

The logo

First, I want to make it clear once again that the logo is just one of the many elements that make up the visual identity.

For Aflorar Decor's logo, watercolour would make all the difference. However, an illustration version would facilitate the application in various materials. With that in mind, the brand has more than one version, but as you can see below, they all connect.

And I don't usually make logos with small points of variation, but the girls liked the two versions so much - one with a vase, the other with a ribbon - that the brand gained two faces.

Identity pattern - To Bloom

Along with all the material, the identity gained exclusive patterns that carry all the essence of the brand.

And as an artist, I love to name my creations. That's why Aflorar's pattern received the name "To bloom".

Undoubtedly, this is only the beginning. The watercolour branding, created with loose elements, allows the application in the most varied materials, unifying all the work, from digital to offline prints, and giving more and more strength to the name of the company.

And it's worth remembering that branding is also connected to the way they position themselves on social networks, the way they talk, dress, travel… And Aflorar, little by little, will rock! You can follow everything through their Instagram: Aflorar Decor.