Floris Flower Co.
Refreshing a mature neighbourhood staple.
Branding
Photography
Web Design & Dev
Customer Facing Website
Brand
Floris is an independent florist and flower shop in midtown run by a mother daughter team. I was asked to refresh the brand and create an online web e-commerce presence for the store as they identified that their local customer base was becoming younger.
We decided to take on a hybrid contemporary and traditional composition, inspired by rebrands of legacy companies like the Royal Opera House. More applications of the branding are being developed now.
Web
On assignment, I thought building an e-commerce presence for Floris would be a straight forward task. After all, we live in the era of pre-built Squarespace and Shopify templates. What these templates didn't conform to, was the fragile and time-sensitive nature of the flower delivery business.
Floris debriefed me in the different nuisances of how customers take orders and identified the pain points in the process, especially highlighting miscommunication over the phone and in person. I sat in on the several days of the flower shop running like on a hectic Mother's Day and we discussed how automation and a web presence could help iron out the kinks of such a personal and ad-hoc business.
Another exciting feature the Floris wanted was the inclusion of better customer tracking so that the store could automate e-mail campaigns and better understand year over year growth. For example, if we could understand that a customer was buying a bouquet for their anniversary, Floris wanted to remind them yearly of the date, creating a personal touch without the legwork. In the end, we used Zapier to integrate Quickbooks (accounting), Airtable (database collection), Autopilot (e-mails) and Shopify (payments) to create the optimal solution.