Art Direction
Brand Identity
Website Design & Development
Custom Illustrations
Launch Design
Content Development
Product Design
Launch Design
The Project Scope
Caroline started Flourish after being diagnosed with Type 1 Diabetes as a college student and having to learn how to make significant lifestyle adjustments. Her mission is to empower women to flourish in their lives and not just survive them. Working with Caroline is about as calm and refreshing as you’d imagine. Her approach to life, business, and creativity is thoughtful, spacious, and warm. Flourish aims to address the root cause of why our bodies suffer and through supportive community, preventative care, and natural remedies to help women get back to a place of energy, refreshment, and confidence.
When we first started working together in early 2021, she was pregnant with her second child and looking for some extra creative help while on maternity leave. What transpired is a friendship and creative partnership that has far exceeded the confines of the internet. After six months of working on content development, we decided to reimagine the Flourish brand. Caroline had never gone through an official branding process before, and we were excited to reevaluate the mission, impact, and potential of the company. By the end of 2021, Flourish had blossomed into a new chapter that is aligned, refreshed, and thriving.
Flourish continues to be a Drop Cap brand partner, and I've loved getting to work with Caroline over the years to help her share her extensive knowledge with the world and craft beautiful experiences for her students.
Flourish
LOGO Suite
The Challenge
C
aroline has a beautiful story behind the foundation of Flourish. When she was planning her wedding, she didn't want a traditional wedding cake because she knew she couldn't eat it. So, she created her own version and everyone loved it so much that she started a food blog (Colorful Eats) sharing healthy, delicious recipes. She also wrote a cookbook (which you can find on Amazon)! This evolved eventually into the Flourish brand.
Caroline had never created an official "brand" before, but instead chose colors based off her photography and selected a few fonts she liked, so embarking on this process was a major milestone for her. She felt like her previous logo didn’t seem to really depict her full personality or communicate all that the brand had become. She wanted everything to feel elegant and refined, with a practical/natural type of slant.
With an existing brand, and loyal readers that had been with Caroline since her Colorful Eats days, we wanted to honor the brand that attracted her audience in the first place. She liked that her branding felt light and refreshing.
Beyond her brand, she felt like her website was difficult to navigate and costing her readers the experience they could be having with her content. She wanted her offers to be clear, her content to feel organized, and to find a better way to present her evolving brand in the best light possible.
Visual Concept
BALANCED // CALM SIMPLICITY // AUTHENTIC JOY // BLOSSOMING // REFRESHED OASIS // WHIMSICAL APOTHECARY // NATURAL
Our primary inspiration for the new brand was a reimagined apothecary, bringing light and joy into the field of plant-based medicines and “potions.” We were also inspired by the life cycle of a plant and wanted the entire brand to feel natural and organic. Drawing on the healing nature of a garden, we sought to create a visual oasis of peace and give off the perception of a new day unfolding.
Our overall art direction was inspired by botany books, as we wanted the new brand to feel like a grown-up next chapter for Flourish. The logo design is a combination of elegant classic typography and a bit of whimsy found in the flourish of the R, the slanted character of the H, and the detailed line art of the botanic illustrations that makes up the stem of the U. The logo mark is an heirloom-inspired oval emblem that mimics the botanical style of the main logo but in a traditional, simplified variation. This is meant to act as a detail to accompany the main logo and add flexibility to the logo palette.
LOCATION: MISSISSIPPI
INDUSTRY: HEALTH & HOLISTIC NUTRITION
The Identity
A Refreshing, Grounding, & Sustainable Approach to Wellness
As we started to build the new identity, we wanted the overarching brand to have whimsical, illustrative vibe that could be used throughout the site and give the digital experience a natural, organic atmosphere. We also looked at all digital products and offerings to find the consistent thread that would tie the old brand to the new in a way that felt intuitive instead of forced. We accomplished this with a simplified color palette that blended the style of brand photography and content from previous Flourish days.
Since launching the new brand in late fall 2021, we’ve seen higher engagement with the Flourish content and have been able to slowly redesign all of the pre-existing products and programs for a visually cohesive full experience. As we continued building the brand, Caroline launched her dream — an online apothecary shop full of her favorite holistic finds and supplements that have supported her and her family for years. It was incredible to see the original brand vision come to life in such a tangible way!
Credit
WEBSITE TEMPLATE: TONIC SITE SHOP
LAUNCHED 2021 / @CAROLINE__POTTER
THE OUTCOME
I feel like Kadie knows my brand better than I do! Her thoughtful design approach made my vision come to life better than I ever envisioned! She pushes the envelope in the best way and embraces a unique approach to design that is unlike anything else. The details of her logo creation and illustrations truly made my brand unique, elevated and personal and captured our design and marketing goals.
Caroline Potter, Flourish
You took my vision &
brought it to life!
CUSTOM BRANDING EXPERIENCE
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We don’t just create logos, we develop storytelling frameworks — an anchor that allows you to connect with your audience and be recognizable to them online. From this holistic approach, you’ll have more than a style guide at the end of your project, you’ll have an empire ready to disrupt your industry.
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