Wenna Flowers

Wenna is a florist's identity built around a tulip coming into flower. The w at the start of the name is the plant itself: two long green leaves form its outer strokes, two smaller leaves curve in to make its valleys, and a coral tulip bud stands in the middle as its centre peak.

A flower that is also a letter

Florist logos often lean on loose illustration: a watercolour rose, a sprig of leaves, a name in script. They look lovely on a shop sign and fall apart on a delivery label or a tiny profile picture. Wenna takes the opposite route. The plant is reduced to two solid shapes, drawn with the same weight as the letters beside it, so it reads as part of the word rather than a picture placed in front of it.

A bud suits a florist better than an open bloom. It is the moment before the flower opens, and its simple pointed shape needs no petals or fine lines to be recognised. Set between two leaves, it turns the plain zigzag of a lower-case w into something growing.

How the mark is built

The w is built from two pieces. The first is one solid green shape made of four leaves joined at a rounded base. The two outer leaves sweep up and outwards from the base to sharp tips at the top corners of the letter. The two inner leaves are shorter: they rise to points about halfway up and meet in a shallow V at the centre, which forms the cup the bud sits in.

The second piece is the bud, a coral teardrop with a pointed tip and a fully round base, about a fifth as wide as the w. A clear gap runs all the way round it, so it never touches the leaves, even when the logo is printed in one ink. The bud's tip and both leaf tips sit at the same height, level with the tops of e, n, n and a, which gives the w three even peaks and lets the name read in one straight line. In testing, taller tips made it read as a V.

The w is over one and a half times the width of the n, because the leaves need room to curve, and every curve is drawn smooth where the leaves join the base. Alone, the w and bud fit a wide, low box that sits easily in a round sticker or a square profile picture.

Round type for a gentle trade

The lettering is Unbounded ExtraBold, a wide, round-shouldered typeface whose curves match the round base of the bud. Its weight lets the name hold up above a shop door or on a delivery label, while the round forms keep it warm rather than corporate. FLOWERS sits under the name in widely spaced capitals, lined up with the tip of the left leaf.

Stem green, coral, petal and sage

The colours come from the plant. Stem green is the leaves and the lettering, the steady colour for the shopfront, the tissue stickers and the aprons. Coral is the bud. On dark grounds the leaves turn light sage, because stem-green leaves would disappear into a stem-green ground, and the bud softens to a pale pink, because coral on deep green looks heavy. A darker sage we tested made the w harder to read, so the lighter one stays. Paper, a warm off-white, sits behind long text.

Framing the flowers, not competing with them

A florist's brand has to stand beside the product without fighting it. Real bouquets bring every colour at once, so the identity keeps to a dark green that sits behind flowers the way foliage does, and one coral accent. Over a photograph of an arrangement, the logo is set in white with sage leaves and the pink bud, so it never clashes with the stems around it. The photography does the colour work and the brand does the framing.

The tee carries the reversed logo on forest green, the colour of the aprons, so staff at a market stall or a wedding set-up read as one team.

Square cards with soft corners

The cards are square with rounded corners, a shape that feels like a gift tag and tucks neatly into a bouquet wrap or the corner of a delivery box. The front is paper, with the full-colour logo and one short line in spaced capitals. The back is stem green, with the leaf-and-bud icon in sage and pink in the top corner, the name, three lines on what the shop does and the phone number in white, large enough to read without picking the card up.

Notes for weddings and events

Much of a florist's paper is personal: wedding notes, event plans and care cards. The letterhead centres the stacked logo at the top of the page on Paper, sets the services in spaced capitals across the foot and lets a large leaf-and-bud icon, printed faintly in coral, grow out of the corner. The DL envelope is stem green, with the reversed logo and the same icon in pale petal pink.

Posts that let the flowers lead

On social the photography carries the colour, as it does in the shop. A florist photograph runs full bleed with only the reversed logo in the corner. Between photographs, two designed posts keep the feed calm: a Paper post for flower subscriptions with the full-colour icon at the top, green leaves and a coral bud, and a stem-green post for weddings and events with the reversed icon in sage and pink.

Where the icon works alone

The leaf-and-bud w is the icon. It works as a round sticker that seals tissue paper, a stamp on a kraft bag, a social profile picture and a small mark on a care card tucked into a bouquet. Because it is only two shapes with a clear gap between them, it can be foiled, stamped or printed in a single ink without being redrawn, and the bud still stands apart from the leaves.

Every layout comes in full colour, reversed and one colour: the primary lockup, the stacked version with the icon enlarged above the name, the wordmark alone and the icon.