As the art director for Spaghettiflora’s brand identity project, we aimed to create a visual language that feels playful yet rooted in the client’s personality. Spaghettiflora is a female-owned flower studio based in Austin, Texas, and the whimsy of the name served as a key inspiration. This led to the creation of the spaghetti-flower icon, a playful nod that ties into the studio’s vibrant and approachable character. We also drew from local aesthetics, specifically the bold iron ranch signs typical in Texas, incorporating a thick bottom line that “supports” the letters in the wordmark, giving it both a sturdy and unique look.

Given the diverse nature of their packaging—ranging in materials and sizes—we developed a logo suite, including a compact sticker option, one of the client’s top requests. The brand’s color palette was directly influenced by the florals they frequently work with, and each shade was thoughtfully named to evoke their signature blooms. I found it was best to use true black and white for most instances using the logos as to not take away or clash with the already vibrant product.

Since Spaghettiflora’s primary client acquisition comes through social media and word of mouth, we also focused on refreshing their Instagram presence. We introduced updated imagery and developed engaging copy around supporting local businesses, reinforcing their connection to the community.

Looking forward, the next phase of this project will be the development of their e-commerce site, which will further elevate the brand and expand their online presence.