Finding the beauty in brutalism

Homeware brand Fleurban needed a brand identity that would properly convey their juxtaposed love of brutalist materials and design, and the natural world.

Melding industrial design with horticulture and floristry, design-obsessed start-up Fleurban needed a brand identity that would position it as the go-to brand for those looking for something a little different when it comes to plant pots and garden accessories.

The brand itself seeks to use two very different worlds as one; not necessarily blending them together, but rather allowing them to co-exist in a comfortably uncomfortable way. Hard-edged industrial materials meets the natural world. The brand identity needed to reflect this approach.

I created a visual identity that leans into the ground between both worlds, developing a colour palette, visual language and tone-of-voice that suits both the rugged brutality of concrete and the flowing, calming nature of plant-life.

The identity, including its family of marques, graphic visual language and reportage approach to photography, forms an identity that is distinct, but comfortable for both lovers of industrial design and gardening. Most importantly, though, it’s perfect for those who love both!

The finished identity

The client was over the moon with the resulting brand identity and we are currently working together on the rollout and activation of the brand.