Flourish is a pastel illustrated brand for potting soil, garden tools, patterns, and short video. I built it for a client from a blank page: the wordmark, a palette, a cast of tiny gardeners, packaging, a product line, six seamless patterns, and three looping films.
The whole thing runs on one sentence. Every asset follows the same style description, so a soil bag, a seed packet, and a short video all look like they came from the same hand.
The style, in one paragraph: flat vector-style illustration with soft airy gradient shading and subtle grain, rounded simplified shapes, small faces on characters, a pastel pink, coral, lavender, sky blue, and fresh green palette. Oversized flowers, soap bubbles, translucent rainbow droplets, little gardeners in bucket hats.
Serif for the name, Nunito for everything else.
The wordmark is Fraunces at its largest optical size, weight 600, softness all the way up. Body copy is Nunito. Both are open fonts, shipped in the kit as Flourish Serif.
Arched wordmark, a gardener watering an oversized bloom, a wheelbarrow, seed packets, and a 20L badge. Everything else in the line takes its cues from this one piece.
Six little gardeners and six things they use. I kept the people small and the flowers huge, and gave each gardener something to do: watering, planting, hauling pots, pruning from a ladder, sitting with a plant, lugging a sack of soil. They come as transparent PNGs so they can go on anything.
Every character has a five-second loop for social and email: a sway, a pat, a wobble of pots. Small, gentle, and cyclic, so the set feels alive without ever getting busy.
Watering
Planting
Pots
Pruning
Sitting
Soil sack
Photoreal is fine for product and lifestyle shots, as long as the printed bag art and the wordmark stay exact. The bag goes out into real light and holds up.
A hand rake, gloves, a trowel, a watering can, a pot set, and seed packets, each shot solo against blush with the illustrated characters on the packaging.
Ditsy floral on sage, garden tools on blush, pots and seedlings on cream, little gardeners on lavender, bubbles and droplets on sky, and a lush botanical on deep sage. Each one tiles cleanly on a flat ground, for wrapping paper, liners, and the backs of seed packets.
Three illustrated films: a giant garden loop in both 16:9 and 9:16, a field that blooms from bare soil to full color, and a photo reel. Each loop starts and ends on the same frame, so the garden breathes and comes back to rest.
The craft was in the constraints. One style sentence governs every piece, one reference sets the look, and a short list of rules keeps the pieces honest with each other, so the line can keep growing without drifting.
Two tools, start to finish.
FigmaPackaging, characters, patterns and layouts
PhotoshopImage editing and finishing