Joe Poisson

Bloesem Flowerlab 
Art Direction / Photography / Design / Motion

The Bloesem Flowerlab is the practice of floral artist Andrea Matlin, for which we were asked to reference the influence her of Dutch heritage. The practice is influenced by her grandfather and Dutch heritage. As we moved through the process together we kept this front of mind as we aimed to create a set of assets that reflected her sense of the importance of color, sharp clean visuals to contrast the organic nature of her business, “Dutch design”, the idea of a laboratory where she can experiment with her craft, and of course flowers — front and center.


We employed the typeface Dutch Mediaeval by Canada Type, which is rooted itself in Sjoerd Hendrik de Roos’s Hollandse Mediaeval from 1912 — a classic Dutch type face.