Tatjana Kle Brand & Visual Identity Designer

ABOUT

Hidden down a quiet cobblestone street, The Secret Garden is not just a flower shop - it’s a place of emotion, memory, and quiet magic. The brand specializes in floral arrangements that feel deeply personal - inspired by love letters, nostalgic gardens, and fleeting moments of beauty.

My role was to create a visual identity that captures this intimate and poetic atmosphere, while still feeling modern and refined.

My work included:
- Logo design
- Visual identity system
- Typography & colour palette
- Brand patterns & graphic elements
- Invoice & stationery design
- Billboard concept
- Social media design

The visual identity for The Secret Garden is built around the idea of a hidden, intimate world - a place where nature, memory, and emotion come together.

The emblem-style logo captures this feeling of a curated, almost timeless space. The delicate flower at the center represents personal stories and emotions - every bloom as a symbol of something meaningful. The oval shape of the logo evokes the feeling of a seal or a keepsake - something precious, something to be kept close.

The secondary graphic element - the archway of vines and columns - is a direct reference to the name The Secret Garden. It visualizes the idea of stepping through into another world, a quiet escape from the outside, where nature takes over and beauty feels effortless.

This illustration becomes a visual metaphor for the brand experience: entering the store feels like crossing into a calm, personal space, surrounded by florals carefully chosen not just for how they look - but for how they make you feel.

MADEIT CREDITS

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