Jennifer's Heaven Logo and Business Card

Jennifer's Heaven is a floristry looking to expand their business and elevate their status in the industry. They are looking for a redesigned logo and business card that portray professionalism and high-end quality, as well as avoiding overly colorful or childish designs. The brand is looking to portray a heavenly look as a play on the name, wanting rounded edges.

I explored concepts of using rounded petals and leaves to indicate relevance to flowers, as well as rounded edges and wings to indicate a heavenly look. I decided to lean toward the flower motif, but keep a symmetrical design inspired by wings.

A serif font family would portray more status than sans-serif, so I explored fonts and options that would enable easy readability while still being high-end, ending up with Cormorant Garamond as the title font family. To indicate the business field, Raleway was chosen as the subtitle font family for its elegance.

Purple was chosen as the primary color due to its relation with royalty and hospitality, and yellow was chosen as a complimentary color to ensure contrast. A neutral white balances the palette, with the original primary being its dark opposite.

I applied the logo onto business cards, along with the client's name and contact information. Mockups were downloaded and edited in Photopea, a web-based graphics editor, to demonstrate examples of the logo and business card in real-world objects.