The Bloesem Flowerlab
Bloesem Flowerlab is the practice of floral artist Andrea Matlin.
My role: Art Direction, Photography, Visual Design.
The aim was to craft an identity for print & web, as well as decor for the shop interior, that reference the influence of her grandfather and his Dutch heritage which she feels resonates in her work. We were inspired by her sense of the importance of color—contrasted sharp clean visuals with the organic nature of her craft—and incorporated the idea of a “laboratory” where she conducts her “experiments”. Of course, the floral creations themselves are featured front and center.
The typeface is Dutch Mediaeval by Canada Type, the design of which is rooted in Sjoerd Hendrik de Roos’s classic Hollandse Mediaeval.