The Client

Studio Petall is a California-based fine floral and gifting boutique located in the heart of downtown San Jose. With over 25 years of experience, they have a rich history of partnering with the generous of spirit to create inspired floral experiences and thoughtful sentiments for every moment. 

The Brief

Create a brand identity and digital presence that seamlessly blended elegant solutions, the inspiration of nature, and the core belief that joy can be found in even the smallest moments—making every occasion worthy of celebration.

Founder Leyla has been crafting exquisite floral arrangements for over two decades under the name Rosies and Posies Downtown. Despite the brand’s rich history, it no longer resonated with her ideal audience or fully embodied the heart of her business. When Leyla approached me for a rebrand, it was the perfect opportunity to elevate her brand’s narrative, beginning with a name that felt both thoughtful and elegant.

We landed on Studio Petall: the perfect blend of simplicity, memorability, and meaning. The namesake was conceptualized by merging “petal” with “all.” A petal alone can appear to be the simplest of forms, but when many are brought together, can create the most intricate of flowers.

Like a petal, little moments attach themselves to other little moments and collect into a lifetime. Studio Petall believe life is a beautiful gift and joy can be found in even the smallest moments – making every occasion worth celebrating.

Since opening in 1999, Leyla has built a legacy of working with clients who share her generous spirit, creating floral experiences that range from grand celebrations to intimate gestures.

With the heart of Studio Petall in mind, we designed an icon that merges a single petal with a minimalist representation of calla lilies—an elegant flower symbolizing purity, beauty, rebirth, and unity. This brand mark embodies the story behind the name and mission, crafting elegant floral designs for every meaningful moment.

Although Leyla’s academic background is rooted in biology, she discovered her passion for floristry, where she beautifully merges her love for both art and natural science.

Inspired by Leyla’s scientific foundation and her approach to transforming nature in its purest form, we created a hand-illustrated floral design that reflects the essence of originality and organic refinement. This design captures her process of crafting floral art as a celebration of nature and those who experience it.

For Studio Petall’s digital presence, the goal was to create a space that could seamlessly manage online orders, custom event inquiries, and reinforce their position as a premium floral service. We designed a welcoming and intuitive experience, utilizing editorial layouts, artistic imagery, and thoughtful messaging to reflect the brand’s elevated, personal touch.

The rebrand of Studio Petall was more than a visual transformation; it was about capturing the essence of Leyla’s journey and her passion for celebrating life’s most meaningful moments through floristry. The new brand identity not only honors her expertise and history but also positions Studio Petall as an elegant, thoughtful, and premium floral design studio. By blending nature’s beauty with Leyla’s artistic vision, we created a brand that will continue to inspire and elevate every occasion it touches.

CREDITS

Brand Photography by Ashley Noelle Edwards