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FLOR DE LIZ

Visual Identity • Rebranding • Brand Refresh • Retail Branding • Communication Materials

FABIO FABITOS
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Located in the Perdizes neighborhood, Flor de Liz was more than a flower shop, it was an extension of Carol’s sensitivity, history, and passion.
For over 20 years, she delighted clients and friends with soulful floral arrangements, fresh flowers, and a level of care that transcended generations. This project focused on revitalizing the brand’s visual identity, balancing strategy and emotion to bring new energy and visibility to a local business deeply rooted in its community.

The Challenge


Although beloved by its customers, the brand’s visual identity no longer reflected the affection, personality, and craftsmanship that defined Flor de Liz. The challenge was to rethink the entire visual identity, preserving its emotional essence while creating a refreshed, contemporary, and cohesive brand system capable of strengthening its presence within the neighborhood and reinforcing its connection with customers.

The Process
 

I led a visual rebranding process that aligned brand strategy with emotional storytelling.
 

The project included:

  • Creation of a new visual identity

  • Development of brand guidelines

  • Design of stationery and printed materials

  • Store environment and visual merchandising

  • Packaging and wrapping materials

  • Communication pieces to enhance local visibility and brand recognition


Every element was designed to translate Carol’s love for flowers, attention to detail, and personal connection with her clients, ensuring consistency across all brand touchpoints.

The Result

 

A revitalized brand that bloomed with more color, personality, and purpose, authentically representing the owner’s passion for floral art and helping Flor de Liz enter a new cycle of visibility and meaning within its community.
 

Sadly, a few months after the new brand was implemented, the pandemic brought severe financial challenges. Combined with the period of social isolation and real estate pressure in the region, the flower shop was eventually sold and closed its doors.

Even so, this project remains in my portfolio with great affection — like a flower that bloomed at the right time and left its fragrance in the air, even after it was gone.

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