Branding Éclat Floral by Vila DeVilaWho liked - Branding Éclat Floral by Vila DeVila

Vila DeVila Moscow

ABOUT

The Éclat Floral boutique brand embodies the quintessence of luxury through artfully selected floral arrangements that grace any occasion. The brand promises exclusivity, sophistication and a deep appreciation of the beauty of nature, targeting discerning customers who are not just looking for flowers — they are looking for an experience.

After developing the naming and hybrid strategy, I started to design the brand identity. In the concept of the logo I wanted to show sophistication, elegance, so I chose a complex font with serifs and supplemented it with a modern, geometric font to enhance the impression of sophistication. The logo is complemented by a unique stylized image of a flower — orchid, as luxury and perfection. Taking into account the importance of excellent work of the logo on different platforms: on printed products, as well as web resources, so the adaptation of the logo — a short symbol consisting of the first letters of the brand name, stylized so that for 1 click turns into a stylish pattern. Also 2 short variants, supplemented with a flower. In the color palette I used the color 2026 «Transformative Teal», positioned as stable, universal, inclusive. And also actual of the current year — burgundy, transmitting heritage and traditions, and long-standing traditions always smell of luxury, money, sophistication. Such a palette will remain relevant for many years, while not losing its modernity. It is also a color solution for two directions of flower boutique: retail and wholesale.

At the strategy session we outlined long and short term plans, and everything was done very quickly and easily. When you understand the positioning of a premium floral brand, effectively communicating the unique selling proposition of Éclat Floral helps you to show the benefits and differentiate yourself from competitors, but also to understand the most profitable channels of promotion. Both for retail and wholesale. There is a whole scheme-system, timing of business and actions of employees: where everyone is important and necessary. Working with flowers is already an amazing reality, and when the whole business is clearly laid out, any difficulties and over tasks are solved with the powerful energy of the team. The founders at the strategy session determined who they needed in the team and it was a point investment, without overpayments, without headaches and without unnecessary questions such as: and how to start? and who do we need? and a good result when will we get? They looked at the scheme of their business and such a glint and energy in their eyes I have not seen for a long time. But that's not all! I prescribed a clear product line, which you can first test and if it gives results in volume and plan in money, then just repeat from 1 to 8 points. Yes, it came out to 8 in total. Agree that it is easier for the soul when there are not 150, but only 8!!!!

The development of corporate identity is much faster, because we discussed important points of promotion and brand vision in the market at the strategy session. And who is our client? Who is our employee? What are the short-term goals? And what are the long-term goals? And understanding — right now we press on the gas, and here we slow down and just act according to the scheme without excessive effort. All the energy goes to living a better life, not to the questions: why do I need all this?! Without strategy, a successful business is impossible, and the visual is created slower or endlessly corrected, nothing to like, there is not only burnout, but also bankruptcy / closure of the business at the initial stage of its development. The topsy-turvy top started when I spelled out the final part of the hybrid strategy: improving the shopping experience. It would seem an obvious fact: here are the flowers, here are the sales channels, but everything is not so well by the numbers and founders run as busy as a bee, trying to find ways of solutions, peeking at competitors, forgetting that it is much easier to find your meanings — just be yourself, because the other roles are occupied. But people are afraid of the truth, and when they are not afraid, they get such mind-blowing chips at strategy sessions, implement them and are happy that everything works easier, simpler, faster, clearer. The founders of the floral boutique were given the full charge: naming, branding, hybrid strategy and a comprehensive step-by-step plan — from elegant brand design to personalized service and targeted marketing, each element would work together to create a luxurious experience that attracts and retains discerning customers.