DESIGNER

Rebecca Choi

PROFILE/DESCRIPTION

bloem is a fictitious small local flower business based in Albany, CA. The main goal of bloem is to deliver peace and joy through flowers. “bloem” is Dutch for “flower.” The Dutch name and tulip illustration are references to the Netherlands’ distinguished flower fields, specifically their tulips. When one walks in the store, the customer is to feel welcomed by the clean aroma, soft colors, and field-like depiction of bouquet arrangements. The goal of my design is to emanate ideas of nature, minimalism, and tranquility one would feel from the flower bouquets, but also simplicity and cuteness as a small local brand. Even for those who don't know what “bloem” means, I hope for the design to communicate the brand's relation to flowers, in addition to its soft and light nature. The target audience is middle-aged adults who are looking to gift flowers or decorate their homes.

GOALS

Brand Advantages

• quick service 
• experienced/knowledgeable
• wide selection
• customizable

Brand Attributes

• local
• minimalistic
• gift-able
• reliable

Brand Experience

• peaceful
• welcoming
• personal
• accommodating