Petal & Stem

Petal & Stem is a fictional florist brand created for Creative Boom’s monthly Boom Brief. The challenge was to build an identity for a small independent florist founded on friendship and seasonal British flowers — something warm and expressive, but never overly decorative or nostalgic. The concept grew from the ampersand at the heart of the name. Custom drawn to subtly hold the letters P and S, it became both a symbol of friendship and a visual reference to stems coming together. From there, the mark expanded into a flexible identity system, moving between a compact monogram, a full wordmark, repeating patterns and graphic compositions that interact with flowers and packaging. A restrained botanical palette and tightly set serif typography brought warmth and confidence to the system, while the overall direction focused on reduction rather than decoration. The result is an identity that feels natural and expressive, but still considered and controlled — capturing the tension between the spontaneity of a flower market and the clarity of a contemporary brand.