Milo's Flowers

Milo's Flowers was developed as a visual identity for a local flower shop focused on handcrafted bouquets, meaningful moments and a friendly community feel.

The project brings together a mascot, a wordmark, a colour palette and a set of branded applications, all sharing one direction rather than being designed as separate pieces.

From the main logo to the smallest tag, the aim was a brand that feels cohesive, distinctive and easy to recognise.

Flowers are expressive by nature - their colours, textures and arrangements already carry a lot of visual personality.

The challenge was to create an identity that could sit alongside that variety without competing with it, while still having a clear character of its own.

It needed to feel nostalgic and contemporary at the same time, and to translate from shop signage down to small printed details without losing consistency.

Instead of a flower symbol, the identity is built around a person - Milo. A smiling, freckled character in a checked hat, drawn in a single deep blue line in the style of vintage shop illustrations.

The only flower in the mark is a small one tucked into the hat band. It is the one spot of extra colour in the illustration, and it ties the character to the shop without spelling it out.

Giving the brand a face makes it feel like a neighbourhood shop run by someone you know, which is what makes the identity recognisable at a glance.

The wordmark sets "Milo's Flowers" across two lines in heavy, rounded capitals. The soft, chunky letterforms echo the round lines of the mascot, so the name and the character feel like they belong together.

In the primary logo, Milo sits to the left of the stacked name. The wordmark can also stand on its own, and it works in each of the brand colours - light on dark or dark on light - without changing its shape.

That flexibility lets the logo move between signage, packaging and print while staying instantly familiar.

The palette is built from three colours.

Soft Pink is the main background colour of the brand, giving everything a warm, gentle base. Deep Blue is used for the mascot and the wordmark, providing strong contrast and a classic, slightly vintage feel. Warm Rose adds a richer accent for alternative logo versions.

Together with the single-line illustration style, these colours keep every application looking like part of the same shop.

A brand identity becomes more meaningful in the smaller things people take home.

For Milo's Flowers, the shopping bag carries the deep blue wordmark on soft pink, while the greeting card and the envelope sticker use Milo on his own. The bouquet tag shown earlier follows the same approach.

Seen together, these pieces feel connected rather than separate - each one another small expression of the same identity.

A visual identity needs to work beyond the logo presentation.

On the shop front, Milo and the wordmark sit above the door and on a hanging sign, with the soft pink and deep blue carried into the awning and woodwork. Inside, the same lockup appears on the florist's apron.

The scale and setting change, but the brand stays recognisable - showing how the identity works as one connected system.

The Milo's Flowers identity brings together a friendly mascot, a rounded wordmark and a soft three-colour palette into one cohesive design system.

Each element adds to the personality of the brand, from the storefront to the smallest tag on a bouquet.

The result is a visual identity with its own warm, nostalgic and distinctive character.