This project focused on creating a visual identity for a flower shop through logo design and branded stationery. I applied the logo and variations across signs, tags, and business cards to build a cohesive and professional brand presence.
Project: Logo/Branding
Designer: Estefania Aguilar
Tools: Illustrator
Good Sentimento, Reimagined
OVERVIEW
Good Sentimento is a small, home-based flower shop with over 20 years of experience in floral design. Known for its personalized approach and thoughtfully crafted arrangements, the brand centers around meaningful storytelling through flowers. Each bouquet is created with care, intention, and a commitment to quality at an accessible price point.
The objective of this branding was to translate the shop’s deeply personal philosophy into a modern visual identity. By defining its typography, color palette, and the overall brand presence, an identity that aims to strengthen recognition, build trust, and attract a broader audience while remaining true to its roots.
DESIGN PROCESS
The logo for Good Sentimento began as a series of hand-drawn sketches, exploring shapes and symbols that could reflect the brand’s warmth, care, and personal touch. Early concepts experimented with floral motifs, subtle curves, and handwritten-inspired lettering, each representing a different facet of the shop’s personality.
FINAL LOGO
The hand-drawn lettering introduces a human touch to the brand, reflecting the custom, handcrafted nature of each bouquet. Its organic quality creates a warm and approachable identity, deeply rooted in the natural beauty of florals.
LOGO VARIATION
SYMBOL
The color palette is inspired by soft floral tones and natural textures. Muted pastels combined with earthy accents create a warm, organic feel that reflects the brand’s handcrafted and personal approach to floral design.
STATIONARY & WEB
