Flora Delivery

Context

Flora Delivery is a premium flower and gift delivery service in Moscow. Peony roses, curated bouquets, gift boxes. Same-day delivery.

The brief: build a complete visual system from scratch. Logo, illustrations, patterns, packaging, print collateral, website, social media, outdoor advertising. Every touchpoint from choosing a bouquet to the moment of unboxing.

Logo

The "Flora" lettering was created by calligrapher Sergei Shapiro. A handwritten wordmark with character — feminine but not saccharine. I refined the logo: added a bud mark, an oval badge frame, and assembled a version system for different media.

Three formats: horizontal lettering for the website and bags, an oval badge for stickers and print, and a standalone bud mark for small formats.

Illustrations

I brought in illustrator Christina Alonso for the brand graphics. She worked under my art direction: I wrote the briefs, approved sketches, guided the visual style.

First task — a signature rose. From pencil sketch to final watercolor. The rose became the key graphic element: it appears in the pattern, on packaging, in social media.

The main visual concept — a series of illustrations featuring landmarks from four cities. Eiffel Tower, Big Ben, Statue of Liberty, Saint Basil's Cathedral. Each framed by peony roses. Black-and-white architectural linework meets pink watercolor florals. The contrast creates a recognizable style.

The illustrations are placed on four sides of the delivery box. The client receives not just packaging — but an object worth examining.

Packaging

The box is the central brand carrier. Two sizes: standard and maxi. I designed the construction, prepared technical dielines for the printer, and oversaw prototyping and production.

Outside — city illustrations. Inside — the brand pattern. On the lid — transport icons and the Instagram handle. Black grosgrain ribbon handles.

Print collateral

Every order includes an envelope with a greeting card and a flower care instruction. The envelope — tinted paper in a warm grey tone, gold foil stamping. Logo on the flap, bud mark on the back.

I selected the envelope paper by hand from Dulux catalogs — looking for the exact shade between grey and beige that wouldn't compete with the brand's pink palette.

Website

E-commerce at floradelivery.ru. Catalog with filters by occasion, budget, and bouquet type. Product page with gallery, composition details, delivery terms. Single-page checkout with no distractions.

Communications

Instagram templates: holiday posts, gift guides, photo content layouts. Outdoor advertising: lightbox with an illustration, storefront design — signage, window display, info panel.

My role

Art director and designer. Refined the logo (lettering by Sergei Shapiro), built the version system. Art-directed illustrator Christina Alonso: briefs, sketch approvals, final sign-offs. Designed all brand collateral: box (construction, dielines, print oversight), gold foil envelopes, greeting cards, care instructions, stickers, branded tape. Designed the e-commerce website: catalog, product page, checkout, mobile version. Created Instagram templates and outdoor advertising.