Client: Jennifer's Heaven is a fictional high-end independent boutique flower shop dedicated to creating dreamy, delicate floral arrangements with a soft and feminine touch. Based in the U.S., the client wanted a brand identity that felt heavenly, elegant, and emotionally warm, something that would reflect the gentle beauty of her floral work while standing out in a saturated market. The goal was to develop a cohesive stationery suite and logo system that captured this ethereal atmosphere.
TOOLS USED: Adobe Illustrator, Adobe Photoshop, Procreate
Logo Sketches | Rasters
Early concepts explored a flower paired with a star, symbolizing both natural beauty and a heavenly touch. This pairing reflects the brand’s name and helped shape a visual identity that feels graceful, divine, and boutique-worthy.
Logo Vector
The final logo combines a stylized floral mark with a subtle star motif, capturing both elegance and a celestial charm. Its clean yet distinctive form reflects the boutique’s upscale feel, while reinforcing the idea of heavenly florals at the heart of the brand.
Typography
For the logotype, I selected Branch Regular for its graceful curves and botanical elegance. The high-contrast strokes and delicate terminals echo the organic forms of petals and vines, subtly evoking nature without overwhelming the design. This refined serif captures the boutique’s upscale, heavenly essence while adding a modern, luxurious feel.
To complement it, Avenir Book is used for the supporting descriptor, Floral Boutique. Its clean geometry and contemporary clarity provide a quiet contrast, grounding the brand with a sense of legibility and professionalism. Together, the pairing reflects the heart of Jennifer’s Heaven: a balance of romantic florals and elevated sophistication.
Final Logo Iterations
Color Palette & Texture
This palette blends soft elegance with grounded luxury. The sage green (#456053) and buttery ivory (#fffff3) create a calm, refined foundation, while lavender-gray (#c0becc) adds a dreamy, ethereal touch. Supporting shades like muted gold (#ccae4e) and cool slate (#5a6862) bring warmth and depth, echoing the boutique’s heavenly floral atmosphere with a sophisticated glow. A subtle canvas texture overlays the brand elements, adding a soft, tactile quality that enhances the organic, handcrafted feel of the identity.
Radial Pattern Packaging
Logo Motif Wrap
Primary Logo Display
Primary Logo Display 2
Stationery Suite
The stationery suite was designed with a focus on cohesion and consistency, carrying the brand’s soft, celestial identity across each piece. Elements like a golden radial halo motif add a subtle sense of divinity and light, while a gentle emboss effect was applied throughout to give the designs a tactile, elevated finish. From the business card to the letterhead and brochure, every detail supports the brand’s vision of florals that feel heaven-sent.
Front of Business Card Design
Back of Business Card Design
Letterhead
Letterhead Variant
Brochure Design
Business Cards (Rounded Corner)
