Der Bluemstand Visual Identity
Der Blumenstand │Brand
Visual Refresh
THE ASK
Reposition a traditional Bergmannkiez flower shop through a near total renovation and digital forward identity.
THE CONCEPT
Der Blumenstand is the new flower shop of Bergmannkiez.
Rooted among long standing institutions of an old academia neighborhood, the shop carried the weight of tradition but lacked a presence that spoke to the present. The familiar codes of flower shop luxury, Sunday market bouquets, ornate wrapping, and nostalgic signage, felt distant from the rhythm of the young Berliner. With a near total renovation, Der Blumenstand stepped into a new chapter, embracing a digital forward identity while reimagining itself as an accessible neighborhood sanctuary, a place to gather, to linger, to rendezvous across generations.
The visual language draws from the vivid palette of Berlin spring and a cast of eclectic shapes that evoke playfulness and romanticism. The logo takes cues from the art nouveau architecture that lines the streets of Bergmannkiez and the quiet poetry of the nearby Landwehr canal. Floral forms meander into their contours like wandering canal paths, organic and fluid. The typography offers a refined nod to Berlin’s roaring twenties art nouveau spirit, balancing nostalgia with clarity.
MY ROLE - ART DIRECTION, GRAPHIC DESIGN, UI DESIGN, VISUAL DESIGN, 3D DESIGN & ANIMATION
THE RESULT
An identity that honors tradition while speaking to the present rhythm of the young Berliner. A neighborhood sanctuary reintroduced with contemporary voice. The tone of voice bridges nature and neighborhood memory. Elevated yet accessible, poetic yet directly personal, it carries a gentle mystique that welcomes both devoted locals and those simply passing through.