June’s Flower Farm
The problem
June’s Flower Farm is a fictional business. In 2021, I created the brand identity and a website as part of a design challenge. In 2023, I updated the brand and website to better reflect UX design principles and to use the design knowledge I’ve gained through work, school, and other projects.
In terms of brand personality, I settled on the terms warm, down-to-earth, and sincere. Using the brand personality as a guide, I chose a script and sans serif typeface as the logo and heading fonts. The script was chosen to represent the warm, family-friendly vibe, while the sans serif was chosen to show that the brand is sincere and trustworthy; together, they offer playful contrast.
For the primary logo, a simple floral bouquet in a mason jar was included as both an ode to the pick-your-own flowers that June’s offers, as well as the wedding and event floral services offered. The floral elements are versatile enough to be used not only in different logo lockups as needed, but also potentially as avatars, stickers, icons, on stationery, and more.
Brand identity design
The re-design process
I began by updating the site map. Competitor analysis revealed that June’s should have a Weddings page, a page for Event florals, plus a Contact page. Version 1 did already have a Weddings page but it was missing critical information like pricing packages and an overview of how the process works.
Then I began planning what information each page should convey by breaking down each page’s goals and the page layout that would support those goals. While designing, I focused on creating a design system with elements and components that can be reused across different pages.
Below you’ll see the version 1 and updated version 2 Home and Weddings pages with some of the key design changes called out, plus the newly created Services and Contact pages.
