Logo: I chose a clean minimal typeface that allowed me to modify it to cut out the flower silhouette. The cut out is a Harebell flower native to the UK,so this aligns with the companies speciality in british flowers. The O is also to be used as the icon for the company on stickers and other types of branding material. Colour: I chose white for the colour because flowers come in all sorts of colours and having a set colour in the logo could clash with the flowers in the shop or in an arrangement. White also feels more modern. Packaging and stationary: Flora uses recycled paper for their packing so I kept this consistent across all their stationary. I chose to use white on the stationary as well because in my research it seemed like a lot of companies used black on the brown paper so it felt more unique to go with the white and to keep the brand consistency as much as possible. With the business cards I added the QR code to help reinforce the modern aspects. I really tried to keep it minimal with the designs to help emphasize the quality aspects.