The Client

Seeded Events is a North Carolina-based, globally available, floral design studio with a passion for curating custom arrangements and installations that are as rare and wild as their clients. With nature’s beauty as their medium of choice, Seeded’s designs honor the untamed spirit of love and creativity – resulting in living artwork that speaks to the individuality of their clients.

The Brief

Create an offbeat brand experience that embodies their laidback spirit, wild approach to design, and unique floral dénouements.

With a mission to reshape floral norms and a design philosophy that fuses storytelling with daring inventiveness, Seeded is widely known for their spunky style and unmatched quality. To communicate that bold sense of confidence, we created a strong identifying wordmark that conveys both edge and elegance.

Founder Jenna’s floral journey sprouted from a childhood home adorned with eucalyptus where a fascination for the botanical world took root – a fascination that would later blossom into a powerful expression to celebrate others.

For the primary icon, we hand-illustrated a growing seeded eucalyptus – a plant that signifies the disappearance of negative energy – as a personal testament to those roots as well as their heart to continuously spread positivity through their work. 

Through eccentric pattern play and graphic use of the oval shape, we injected elements of the brand icon to create a well-rounded visual system. Deep auburn, rich goldenrod, earthy green, and vibrant pops of blue work together to create a distinct color story that feels funky and warm.

When it came to the digital home, we wanted to create a space that further reinforced their industry-leading position of experimental floral work. To do so, we pushed the creative bounds of digital norms to design an unconventional and inspired experience.

With unexpected compositions and orientations, dynamic shifts in typography, artistic incorporation of shape and color, and subtle illustrative movement, we built a beautiful space that compliments their work and further elevates their brand experience.

Our goal was to create an outré brand experience that embodies Seeded’s passion to challenge the ordinary and craft artforms that are truly original to their muse. With fresh visuals and a refined website, we were able to create an inspired brand experience that Seeded can continuously grow with.

CREDITS

Website Copy by Lāer
Brand Photography by Above The Wildflowers