Florosa is a bakery and flower farm in Charlottesville, VA guided by the garden and influenced by Latine heritage. After operating under the name bakernobakery for many years, Chris wanted to rebrand to better reflect what her business has grown into (she does have a bakery now, after all) and where it’s headed. As longtime fans of her pastries, we were stoked when Chris got in touch about designing a new visual identity for the bakery’s next chapter.
↳ Logo Design
↳ Visual Identity
We designed a logotype to embody the Florosa ethos—fresh, vibrant, and natural. The letterforms imagine an upright form of Crayonette with a distinct custom capital F that can be used as a standalone brand mark as well.
The floral icon in the logo references the Sacuanjoche, the national flower of Nicaragua, honoring Chris’ Nicaraguan heritage. It also looks a bit like a pastry or cookie, which is a sweet bonus (pun intended).
Florosa’s brand typography was selected to be bold, fun, and highly legible. Headlines are set in MD Nichrome Black, subheadlines and text in Platypi. Lexend Peta Regular is employed in all-caps for accent text like buttons on the website and prices on menus.
The color palette is vibrant and natural, with colors inspired by the petals and stems of the florals Chris garnishes her cakes and pastries with. The primary palette is rooted in a deep forest green, a floury cream, and a vibrant mossy green. A secondary palette—carnation pink, cornflower blue, and a golden crust brown—are used sparingly to call attention to text and CTAs.
