花言巧语 Flowery Language Brand Bible

BRANDBOOK 01

F L OW E R Y LANGUAGE

F L OW E R Y LANGUAGE

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F LOWERY LANGUAGE

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F L OW E R Y LANGUAGE

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F LOWERY

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Flowery Language, for when words are not enough;

... Because love is for everyone, so should flowers be

CONTENTS

13 Genesis / Part 1. A sit-down with Ee Ling, Owner of Flowery Language on its inception 15 Purpose / Mission, Vision, Brand statement 17 Curated / An array of our works on social media 19 Archetype / The Lover & The Explorer 27 Hangout / Opinions of visionaries

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33 To Identify / Identity & Collaterals 47 To Encase / Packaging

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x x 0.5shop x space 49 To Visit0.5 / Spatial experience of the

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53 To / Collaborations and features 0.5Explore x

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57 The Maker Creator andxStoryteller0.5x 0.5/ x

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59 The Tools / Of the trade

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61 The Journey / The process of flower arranging

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Otrade WERY F L/O R Yfellow florists F 67 Retrospective AW chatEwith inLthe

LANGUAGE

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LANGUAGE F L OW E R Y LANGUAGE 0.5x

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71 Onwards / Part 2. The future and ambition of Flowery F LOWERY Language with Ee Ling

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F L OW E R Y LANGUAGE

F L OW E LANGU

The person who follows the crowd, will usually go no further than the crowd.

The person who walks alone is likely to find himself in places no one has ever seen before.

-Albert Einstein

01/

FLOWERS & BRAND

FLO LAN

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There are always flowers for those who want to see them.

-Henri Matisse

1 / Genesis

The Owner:

EE LING “Flowery Language challenges the gender norms of flowers..”

Flowery Language first started its humble operations in October 2015 by floral designer, Ee Ling.

Under the tutelage of the Judith Blacklock Flower School in the UK, she brings a style of edgy, bold, strking florals.

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1 / Genesis

Q1. What was the vision for Flowery Language when you started?

Q3. How did you start/What made you interested in flowers and floristry?

Ee Ling: I was determined to create florals which speaks to the untapped market because not all women are super feminine.

I wanted this brand to target males because flowers should not be reserved for women, unlike how society perceives it today. Flowery Language challenges the gender norms of flowers.

Ee Ling: I started my interest in floristry when I decided to do up my own wedding florals. I replicated designs that I liked on floral accounts on Instagram, realising the growing demand for flowers. From there I pursued the art of floristry in London and learnt the basics and techniques in floristry.

Q4. What are some of the most common questions customers ask when ordering flowers(aside from price)?

Q2. What was the inspiration for the name “Flowery Language”? Is there a special meaning?

Ee Ling: Flowers are not general knowledge per se so many customers would ask many questions about the colour scheme, type of flowers, how long they can last and also about how to care for the flowers. Other than those it’s “When can they be delivered?”.

Ee Ling: It was a play on the Chinese idiom we used for our logo which means flowery speech but sometimes taken more as insincere flattery. We also believe our floral arrangements carry the sender’s message to their recipients and evokes feelings and emotions in them.

(To be continued..)

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MISSION Flowery Language aspires to bring flowers to everyone, by offering top quality blooms of bold and striking palettes, we tie up your emotional and sentimental needs into a bouquet filled with meaning and messages.

VISION Challenging the gender norms of flowers, Flowery Language assures edgy and unique flower bouquets and arrangements, as unique as your special someone.

BRAND STATEMENT Flowery Language, for when words are not enough; because love is for everyone, so should flowers be.

1 / Curated

SOCIAL MEDIA M3

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FloweryLanguage FloweryLanguage 360

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Edit profile Edit profile

FloweryFlowery Language Language Florals - Events Florals- -Wedding Events - Wedding - Design --Styling Design - Styling

Because love Because is forlove everyone, is for everyone, So shouldSoflowers shouldbe. flowers be. #FloweryLanguage #FloweryLanguage #FloweryLang #FloweryLang www.flowerylanguage.co/ www.flowerylanguage.co/

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1 / Curated

_rachealrose In LOVE with this dark Burgundy bouquet with just a touch of feminine Pink for my wedding shoot! Thank you #FloweryLanguage for creating a bouquet which reflects my personality PERFECTLY!!

coccoshan Received a beautiful and pleasant surprise from my gf today! Thank you baby for putting so much thought intogetting them in the colours I love even though it wasn’t easy to find, I love you!

ayll8 Today, I say “I Do” to the start of forever with you.

Thank you for being the best girlfriend/future wife I could ask for, for loving me at my best and worst. I Do, every day..

iamvalerius My wife has never been one you would describe as “cute” or “girly”. She is a fiercely strong and independent Superwoman who never fails to impress. Here is a bouquet, as lovely, sexy and bold as you, Happy 2nd Anniversary, Love.

deborahodh How gorgeous is this black bouquet from #FloweryLanguage?!! So thankful to have found a florist to do my wedding bouquet who understands that not all brides like Pink!!

itszacb*ches Everyone knows how difficult it is to get flowers for men omg thank God for #FloweryLanguage for catering to us who wanna get flowers for our boyfriends!!

Super loving this dark violet bouquet which isn’t too feminine.

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1 / Archetypes

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1 / Archetypes

Archetype:

LOVER

Aside from advocating passionate and romantic love of all kinds, we create deep connections and emphasise meaningful relationships by helping you make others feel special, valued and appreciated.

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1 / Archetypes

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1 / Archetypes

Archetype:

EXPLORER

The drive to do things differently than others leads us to track the off beaten path and discover new things.

Motivated by independence, we stand out from the crowd.

Be unique, be yourself and embrace it.

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If you’re lucky enough to be different, don’t ever change.

-Taylor Swift

1 / Hangout

OPINIONS: ERNIE LIM

29, Co-owner of Pulse Patisserie

“People don’t buy products, they buy stories.

It’s about how they want to feel, how you make them feel..”

Describe your style: If Imelda Marcos and JFK Junior had a love child, It would be me. I’m preppy but classy and comfortable, with a little injected flamboyance.

In your opinion, are flowers feminine or masculine?

Flowers = women, plants = men.

That’s how we’ve been conditioned by society. It’s a bit sad as a man.

We want to receive flowers too! Or perhaps that’s just me!(Laughs) But then again, it’s so much more than the product. People don’t buy products, they buy stories. It’s how about how they want to feel, how you make them feel.

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1 / Hangout

BELINDA TAN

22, Freelance Videographer & Photographer

“Guys are wearing skirts now, the world is becoming more gender neutral..”

I’m a “Hypebeast” and a “Sneakerhead” so the brands I wear are important too because they are a reflection of my personality.

In your opinion, are flowers feminine or masculine?

As a Singaporean brought up with a Singaporean mindset, I would consider flowers as feminine. It’s just what you see on mainstream media, guy give girl flowers, which is so typical, and mainstream.

Honestly I think times have changed and people are becoming more open to the idea of not like “guys should only do this, girls should only do this”. Guys wear skirts now, the world is becoming more gender neutral. So am I.

Describe your style: I like to wear oversized clothes because they feel comfy and that’s important. I like clothes which have a streetwear vibe to it, plain and dark colours, not too many prints.

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1 / Hangout

DOMINIC LIM

26, Freelance Videographer and Photographer

“Flowers are normally perceived as feminine, but I have bought flowers for my guy friends, so anything goes, really..”

Describe your style: On a normal day to day it’ll be casual like HDB casual, when the event calls it’ll be dressed up to the nines, tux and pocket square and all.

In your opinion, are flowers feminine or masculine?

I won’t say flowers are feminie or they are masculine, but the act of giving flowers is normally perceived as a sign of affection or acknowledgement from a guy to a girl. So if i really need to choose i’ll say feminine, but I have bought flowers for my guy friends so, anything goes, really.

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1 / Hangout

DAYA ESA

26, Theatre technician

“Milennials do not care much about gender stereotypes..�

Describe your style: I mostly dress androgynous style and monochromatic dark colours, or all black.

And in the day I never leave home without shades.

In your opinion, are flowers feminine or masculine?

Flowers are feminine because males rarely appreciate the beauty of flowers and receiving a bouquet might not be something a man could appreciate.

However in this day and age, I think Millennials do not care much about gender stereotypes hence there could be more males appreciating flowers compared to females

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02/

COMMUNICATIONS

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2 / To Identify

INSPI RATION “Chinese calligraphy inspired by nature.. signifies the identity of the artist..”

For the Logo, Chinese Brush Calligraphy is chosen as it is signifies the identity of the artist.

Like a fingerprint, no 2 are ever the same.

Ever since the birth of calligraphy, the brush has been the instrument that unifies calligraphy and painting. The practitioner of both arts handles his brushes and manipulates the ink in the same way. There are two words used to describe what a painter does: “Hua hua” means “to paint a picture” and “xie hua” means “to write a picture.” Many artists prefer the latter. So it is quite common for a Chinese painter to say that he is “writing a painting”.

Every calligraphic creation is a manifestation of the mind of the person who created it.

Henry Ward Beecher once said that “Every artist dips his brush in his own soul, and paints his own nature into his pictures”. The same character written by two people will speak differently and have its own uniqueness.

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2 / Identify

In Chinese calligraphy, the essence is to express the innermost beauty of one’s soul and spirit.

Tao is the law of nature and also a concept containing deep, perennial laws and principles. In art, calligraphy is Tao incarnate, an embodiment of the divine law.

Therefore, calligraphy creates a close relationship with nature and is more often than not, inspired by it as well.

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2 / To Identify

IDENTITY & GUIDELINES

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x i. Meaning

F L OW E R Y ii. Symbolism LANGUAGE - In the words “Kou”, meaning

- “Hua Yan Qiao Yu” is a literal translation in the Chinese language for Flowery Language. It implies a flowery/fanciful form of speech. It is a tongue-in-cheek phrase which also reflects the language of flowers.

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“mouth”, at the base of the Chinese calligraphy, flower buds are introduced to imply speaking through Flowers instead of with the mouth, connotating Flowery Language.

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- The flower buds also represent new beginnings and new life as Flowery Language prepares to soar to new heights.

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F LOWERY

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F L OW E R LANGUA

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iii. Minimum Clear Space

iv. Minimum Logo Size (Print)

- The size of the logo starts from the edge of the “F” and “L” in “Flowery Language” which is aligned to the leftmost and rightmost edges of the calligraphy, marked by “x”.

- The minimum size of logo should only be used if there is limited space F LOWERY LOWERY on print. A larger logo FLANGUAGE should be used LANGUAGE if at all possible, to define the intricate flower buds clearly.

- The minimum clear space of the solid background is equal to half of the width of the logo as marked by “x”. This applies to both the width and height of the logo.

- The minimum size for print including the solid background is 35mm(h) x 27mm(w).

- The center partition of the logo should cut the “W” by exactly half.

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F L OW E LANGUA

WERY GUAGE

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v. Colours

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- Logo should be Rose Gold #b77b6e upon Midnight Blue #00d34 with English text as #7b8584 as much as possible to emphasize the contrast.

#7b8584 R: 123 G: 133 B: 132

#b77b6e R: 72 G: 48 B: 43

#b77b6e R: 72 G: 48 B: 43

F L OW E R Y #7b8584 LANGUAGE

#00d34

#00d34 #00d34 R: 0 G: 13 B: 52

#7b8584 R: 123 G: 133 B: 132

#b77b6e R: 72 G: 48 B: 43

R: 0 G: 13 B: 52

R: 123 G: 133 B: 132

R: 0 G: 13 B: 52

#b77b6e

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R G B

#7b8584

#7b8584

#00d34

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R G B R: 72

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48 G: 13 vi.G:B:Complimentary Additional Colours#f7ebec 43 B: 52 #c6a38d

- The 3 Complimentary used in the logo, but in

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#

R: 198 R: 247 additional never be G: 163 colours should G: 235 B: 141 texts/ collaterals B: 236 supporting only.

R G B

#050308

#c6a38d

#f7ebec

R: 5 G: 3 B: 8

R: 198 G: 163 B: 141

R: 247 G: 235 B: 236

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F L OW E R Y LANGUAGE 2 / To Identify

ERY AGE

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vii. Alternative

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#7b8584 R: 123 G: 133 B: 132

- Only when the Rose Gold texture is unapplicable will this alternative logo rendition be used. Logo is then Midnight Blue #00d34 and English text in #7b8584. Minimum clear space applies. #b77b6e

#b77b6e R: 72 G: 48 B: 43

R: 72 G: 48 B: 43 #7b8584

#00d34

F L OW E R Y #00d34 LANGUAGE R: 0

F LOWERY LANGUAGE

G: 13 B: 52

R: 123 G: 133 B: 132

R: 0 G: 13 B: 52

#7b8584 R: 123 G: 133 B: 132

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viii. Incorrect Usage

#c6a38d

#f7ebec

R: 198 G: 163 B: 141

R: 247 G: 235 B: 236

F L OW E R Y LANGUAGE

F L OW E R Y F LANGUAGE L OW E R Y LANGUAGE

F L OW E R Y LANGUAGE FLO WERY LANGUAGE

F L OW E R Y LANGUAGE

F L OW E R Y LANGUAGE F L OW E R Y F L O WLANGUAGE ERY LANGUAGE

F L OW E R Y LANGUAGE

FLOWERY LANGUAGE OEW F LFOLW RE YRY LANGUAGE LANGUAGE

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F L OW E R Y LANGUAGE

F L OW E R Y LANGUAGE

2 / To Identify

Monserrat is a traditional neighbourhood in Buenos Aires.

The old posters and signs in the area were inspiration to design a typeface that rescues the beauty of urban typography from the first half of the 20th century

As urban development changes the area, it will never return to its original form and loses forever the designs that are so special and unique. The old typographies and canopies are irretrievable when they are replaced.

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Similar to feelings, expressions and messages, they are unique to each person, each experience, each moment and cannot be replicated.

Flowery Language believes in creating florals to enhance and immortalise your special moments

MONSERRAT (BOLD)

ABCDEF

abc12345 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

(REG)

ABCDEF abc12345

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

F L OW F LEORW YE R Y LANGUAGE LANGUAGE

F L OW E R Y LANGUAGE

F L OW E R Y LANGUAGE

F L OW F LEORW Y ERY LANGUAGE LANGUAGE

Ee Ling Owner

Ee Ling Ee Ling Owner Owner

Ee Ling Owner

94756294 94756294 www.flowerylang.com www.flowerylang.com Insta #flowerylang Insta #flowerylang

94756294 94756294 www.flowerylang.com www.flowerylang.com Insta #flowerylang Insta #flowerylang

F L OW E R Y LANGUAGE

F L OW E R Y LANGUAGE

FLO LAN

Ling ner

6294 .flowerylang.com #flowerylang

Our Story

F L OW E R Y LANGUAGE

Portfolio

Enquiries

FLOWERS AS UNIQUE AS YOUR SPECIAL SOMEONE

Shop Now

Contact Us

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COLLATERALS Collaterals will be supported with florals in shades of Burgundy, Ivory and Blue.

Florals are carefully chosen, to be of exotic or uncommon species such as Blue Sea Holly, Hypericum, Anemone and Peony.

Ee Ling Ee Ling Owner Owner 94756294 94756294 www.flowerylang.com www.flowerylang.com Insta #flowerylang Insta #flowerylang

F L OW F LEORW Y ERY LANGUAGE LANGUAGE

F L

Ee Ling Owner 94756294 www.flowerylang.com Insta #flowerylang

Our Story

F L OW E R Y LANGUAGE

Portfolio

Enquiries

FLOWERS AS UNIQUE AS YOUR SPECIAL SOMEONE

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Shop Now

Contact Us

F L OW E R Y LANGUAGE

Ee Ling Owner 94756294 www.flowerylang.com Insta #flowerylang

F L OW E R Y LANGUAGE

F L OW E R Y LANGUAGE

Ee Ling Owner

94756294 www.flowerylang Insta #floweryla

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2 / To Encase

PACKAGING Flowers wrapped in paper, messages wrapped with string.

Whether a structural necessity or an elegant embellishment, the finishing touch of a wrapped package.. transforms everyday objects into gifts.

Wrapped bouquets are placed in clear drawstring, cone-shaped bags.

Both sides of the drawstring are pulled to tighten around neck of bouquet.

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2 / To Encase

The packaging for bouquets emphasises on the neck of the bouquet, where the giving and exhange of hands take place, taking advantage of its sturdiness

The excess drawstring is then lifted upwards to form handles to carry the bouquet for convenience.

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2 / To Experience

SHOP SPACE

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The shop space is inspired by the colours of the branding, the contrast

between the Midnight Blue and the Rose Gold, translated here into light Maple Wood.

WHILE YOU WAIT

Creating an end-to-end concept, flowers are dried and infused into coffee/tea.

While waiting for orders to be made, customers can sit and order flowerinfused coffee/tea.

COLLAB ORATION Flowery Language has collaborated with a plethora of fashion brands such as Dolce & Gabbana, Alexander McQueen, Dries Van Noten and many others in various fashion events notably Singapore Fashion Week.

Alexander McQueen, 2016

Dries Van Noten, 2017

Dolce & Gabbana, 2016

Moschino, 2017

Flowers are an eloquent expression of love at a time, When words can seem clumsy and inadequate -Lynn Coady

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CRAFTSMANSHIP

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The hand gathers and secures otherwise scattered notions, infuse them with a human presence,

And the painstaking care of craft...

TOOLS OF THE TRADE

BUD KNIFE

To remove unwanted leaves/ buds/branches below the head of the flower.

PENKNIFE

To slice through floral wrapping paper, ribbons and throrns off the stems of flowers.

BUNCH SHEARS To snip off excess stems.

The sharp knives for blades cut effectively without damaging the stems.

3 / The Journey

PROCESS

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Remove all thorns and leaves of main flowers, fillers and leaves beyond the bouquet grip

Slowly add each piece to the bouquet in a clockwise/anti-clockwise direction, alternating between main flowers, fillers and leaves

03 View bouquet from top and adjust height of centerpieces, add row of foliage to envelope bouquet

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3 / The Journey

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Secure bouquet tightly with elastic/ribbon at grip point

Use bunch shears to cut off excess stems at an angle to improve water absorbtion

06 Ready to make someone’s day!

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04/ F L OW E R Y LANGUAGE

EPILOGUE

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Two roads diverged in a wood and II took the one less travelled by, And that has made all the difference.

-Robert Frost

4 / Retrospective

CERLYN TEO 27, Florist

“I started off as a horticulturist with a degree and passion for plants..”

How did you get into floristry?

arrangements for guests, and others ad hoc floral requests/setup/designs.

I started off as a horticulturist with a degree and a passion for plants all along. I was a horticulturist for 4 years. A year ago, I took up floristry as an interest, purely just interest and this interest made me further my skills by taking floristry modules. I went through a department transfer and now my team does all the floral arrangements for weekly change, floral arrangements for events, floral hand bouquets/

What is your favourite part about working with flowers?

I love to explore the various type of flower designs and the final arrangement as a whole which flows out the flower characteristics capturing the audience’s’ attention. With flowers the possibilities are endless.

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4 / Retrospective

LELIAN CHEW

27, Owner of The Floral Atelier & The Wedding Atelier

“It’s so important to have a clear vision of where your business will take you..”

extension of The Wedding Atelier to fill the need of having a dedicated floral and decor arm, allowing us to spread our magic to a wider audience.

What is the most difficult part of starting your own business in such a saturated industry?

Both the event-planning and floral businesses are extremely competitive and saturated, largely due to the industry’s low barriers to entry. It’s so important to have a clear vision of where your business will take you. Having enthusiasm is a great starting place, but to elevate your passion from a mere hobby to a successful business, you need structure and discipline.

Entrepreneurship is a long and lonely road, and having support definitely helps.

How did you decide to start The Wedding Atelier and The Floral Atelier?

I was a banker for many years, but there was a strong pull factor for me to want to learn more about being a business owner.

There were many exciting ideas that came up, but The Wedding Atelier was the most compelling. The Floral Atelier is a natural

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4 / Retrospective

JOANNE SALIM

24, Owner of TheWallflowershop

“I was always intrigued by its decadent beauty, its charming fragility..”

How did you get into floristry?

What is your favourite part about working with flowers?

My interest in flowers began at a very young age. As the youngest of my generation in a huge family, I was often the flower-girl at my cousins’ weddings.

I was always intrigued by its decadent beauty, its charming fragility and how people are willing to spend thousands on something which would die the very next day. My first school internship was at a florist, where I truly learnt the art of floral arranging.

With flowers, like most forms of art, there is no right or wrong. This allowed me to be less focused with colouring inside the lines, and to experiment freely to create a style that was truly mine. Flowers individually, are like an instrument, a mere oboe, a random cello. Put together and arranged with love, they become a symphony of colours, emotive messages and harmonious composition.

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4 / Onward

FINAL WORD..

The Owner:

EE LING What do you think it takes to build not just a successful business, but also a successful brand?

What is the future and ambition of Flowery Language?

Ee Ling: Due to the growing demand, the industry is extremely saturated.

When building a brand for your business, think of it as a person. Just like a person, the brand should be made up of core values, beliefs, what we stand for. Stay true to this person and ensure it consistently defines how you tackle situations, how you connect with clients and how it drives your business.

Instead of being turned off by the saturated market, I saw it as a prime opportunity. We are ahead of the times, appealing to the ever-changing tastes of the modern-day milennials without losing the charm of elegance. Flowery Language hopes to collaborate with the strongest names in the industry, and of course, also continue to challenge the gender norms of flowers, bringing flowers to everyone, because love is for everyone, so should flowers be.

A brand is defined by its people, its audience. Every step we take we hold our audiences’ best interests at heart, and that makes all the difference.

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4 / Onward

“We are ahead of the times, appealing to the everchanging tastes of the modern-day milennials, without losing the charm of elegance..�

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It is good to have an end to journey toward; but it is the journey that matters the most, in the end.

- Ernest Hemingway

Publisher - Editor - Designer

Joanne Salim Joanne Salim

Published

19 October 2017

Photography

Joanne Salim Ong Tze Fen

Videography

Joanne Salim Belinda Tan Poh Zhi Zhong Fabian Tan

Advisors

Terence Yeung Wil Kolen Keith Tan

Special Thanks Erwin Salim Angeline Sujanto Jason Salim William Utama Zac Esa Ernie Lim

& last but not least Jesus Christ my Lord and Saviour, by whose grace all this was possible

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