Sarah Goldthorpe
Beckett Beccari
Brief:
Create a range of printed branding ephemera for Luxury chester based florist Beckett Beccari. Beckett Beccari are a well established long running florist combining the names of two families who are looking for a modern brand that still holds on to their luxury attitude, practice and clientele. Designs should include a logo, two different size and shape flower carriers, flower wrapping, business card, message card and holder, invoice and envelope.
Branding
Concept:
Produce a set of printed collateral, that plays upon luxury themes and aesthetic prompts, but also subtly appeals to the strong family bond that has been the foundations for the florists. Consider how colour and material combinations can communicate the perception of luxury.
01/07
Sarah Goldthorpe
Beckett Beccari
Research
I undertook a lot of research into both the form and function of a luxury company. I worked to understand what the consumer expects from the a luxury brand, which resulted in ideas of exclusivity and quality. I further looked into the function of the luxury brand and discovered that its minimalistic nature was used to put a name to the brand rather than to sell it - a product of such quality should not need ornamental advertising. From this I researched into colour and found that again minimalism and restraint with colour conveyed luxury.
02/07
Sarah Goldthorpe
Beckett Beccari
Aesthetic
I did a lot of development on the logo, with the choice between serif and sans serif typography. It was recommended that to modernise the 'traditional' company of two family names I should implement the sans serif typography. I also experimented a lot with the flower wrapping, incorporating the brand motif into a variety of patterns, aswell as other minimal designs. However due to ideas of restraint and simplicity percieving more of an image of luxury I instead played with a more minimal colour scheme and played with texture, layering black materials to increase the vision of craftmanship and quality.
03/07
Sarah Goldthorpe
Beckett Beccari
Aesthetic
The aesthetic was based upon my research and from this a simple colour pallet dominated by black and detailed with white was produced. I also wanted to further the perception of luxury by layering black on black and instead of playing with colour, play with finishing, such as foil. Again experimenting with black and black I wanted to differentiate the texture of materials across the brand increasing the idea of quality, and giving an over arching attitude of exclusivity.
04/07
Sarah Goldthorpe
Beckett Beccari
Flower carriers
The flower carriers and wrapping were created to be real head turners, fundamentally they are the only pieces of design that people will see leave the florists and so it was really important to create something that echoed the ethos of luxury, quality and exclusivity. Where the wrapping plays with a black only colour scheme and different textures (tissue paper and tulle) the flower carriers play greatly on restraint, creating a logo that is only entirely visible in certain lights visually performing the feeling of rarity and privacy.
05/07
Sarah Goldthorpe
Beckett Beccari
Message card and Holder
Both the message card and holder further the restrained visual using only the shortened icon logo within the design. No implementation of the full logo is used on the message card as an item of such quality does not need to be obviously labelled repeatedly, instead the brand is subtly referred to. Minimalism and the idea of individuality is communicated through the card holders which have been made bespoke to the brand using the monogram, and produced with a sleek crafted outcome made from acrylic.
06/07
Sarah Goldthorpe
Beckett Beccari
Business card and Invoice
The business card alike to the flower carriers plays on the idea of subtle references to the company, and an unnecessary need to over advertise such a luxury product. It remains simple, with the restrained colour pallet, and use of foiling to create exclusivity with the company name. The invoice again plays upon the form of privacy printed with white ink on black paper and sealed in a foil finished black envelope. .
07/07