Blossoming Gifts
Building clarity and cohesion for a value-led brand
Clarifying a value-led floral brand through digital design and brand storytelling.
Role
Creative Lead (2023–2025)
Channels
Web • Paid Social • Print • Packaging
Impact
Brand clarity · UX consistency · Scalable design systems
Blossoming Gifts launched as the more accessible sister brand to Appleyard London. When I joined, the brand lacked clear visual guidelines, consistent art direction and a cohesive digital presence.
As Creative Lead, I established foundational brand direction, defined photography and campaign styling, evolved packaging, and aligned digital execution — creating a clearer, more confident identity that supported year-on-year growth.
My Role
As Creative Lead, I:
• Established the brand’s first clear visual guidelines
• Defined photography and art direction distinct from Appleyard
• Led campaign creative across digital and paid channels
• Rebranded packaging to improve clarity and consistency
• Delivered a second packaging iteration to reduce cost while strengthening identity
• Ensured cohesive execution across onsite, paid and physical touchpoints
The Challenge
When I joined, Blossoming Gifts had no structured brand guidelines and limited visual consistency.
I developed a cohesive brand framework that defined:
• Typography hierarchy
• Colour system
• Image styling and composition
• Tone of campaign layouts
• Clear differentiation from Appleyard London
The goal was to create a brand that felt approachable and value-driven, while remaining considered and design-led.
Art Direction & Photography
To differentiate from Appleyard’s luxury positioning, I curated shoots that felt lighter, more accessible and product-focused — while still emotionally engaging.
The photography direction emphasised:
• Clear product visibility and value
• Natural lighting and softer styling
• Reduced luxury cues
• Stronger consistency across campaigns and onsite
This created a distinct identity within the wider brand portfolio.
Packaging Evolution
When I joined, Blossoming Gifts’ shipping packaging was functional but lacked strong brand presence. I led a two-stage evolution to elevate perception while improving commercial efficiency.
Iteration 1 – Functional Base
Clean but generic. Limited brand equity and minimal emotional impact.
Iteration 2 – Brand Strengthened
Refined logo placement, stronger pattern use, and clearer messaging to build recognisability and consistency across touchpoints.
Iteration 3 – Cost-Optimised & Scalable
Transitioned to kraft stock to reduce production costs and improve sustainability, while simplifying print application and retaining a confident, cohesive brand identity.
Outcome:
A more distinctive, commercially viable packaging solution aligned with the brand’s affordable yet aspirational positioning.
With site constraints and technical limitations, I carried the refined brand direction through digital channels.
This included:
• Homepage and campaign layouts
• Paid media creative
• Seasonal campaigns
• Email and onsite promotional assets
Despite platform constraints, the cohesive brand system resulted in strong year-on-year up
Digital & Campaign Execution
Proposed UX Evolution
Alongside the brand refresh, I led the proposed UX evolution of the website to improve clarity, conversion and storytelling.
Key improvements included:
• Clearer homepage hierarchy and promotional structure
• Improved product page layout and benefit communication
• Stronger emphasis on bouquet scale and quality
• Refined mobile navigation for ease of browsing
• Modular campaign slots for peak trading
-
![]()
Blossoming Gifts
-
![]()
Packaging
-
![]()
Print
-
![]()
Branding & Logos
