A warm and eclectic brand identity for Flore House.
Flore House is a gorgeous wedding venue, historic filming location and piece of British history. But above all else, it’s a stunning, family-owned estate, beautifully restored and set in the most exquisite of gardens. Built in 1608, Flore House is a Grade II listed building has been the residence of many notable people over the last four centuries. It represents a glimpse of High Society; a taste of luxury that most people only experience through the tales of Jane Austen.
When Georgie and I began working together, she was one year into her business journey with Flore House. Believe it or not, this gorgeous estate was once simply just a family home, and it wasn’t until 2020 that she turned the house into what it is today — a quirky and luxurious country house, welcoming guests from all over the UK. From the beginning, our mission was simple, to create a whimsical and eclectic brand identity that resonates with consumers that are looking for luxury and escape; a brand that feels warm, welcoming and indulgent. The house is a delicate mix of classical design with an edgy, London vibe, only an hours drive from the Big Smoke. There is certainly a nod to the traditional architecture and original features, with Georgie’s signature style coming through in the modern-vintage decor and colourful textiles. All of this, ultimately, acted as a springboard for the brand.
We focused on taking inspiration from the house and it’s interior — the vibrant antiques and playful touches throughout each space create a compelling and exciting journey as you move through the house, and we wanted to be absolutely sure that we captured that in the brand identity. The result is something that feels warm, unique and comforting; the perfect visual representation of Flore House!
We knew we needed something that felt artistic and aspirational, and something that really does the incredible experience Georgie has created at the house justice. We built out a typography system that delicately balances traditional serifs with artistic twists and hand rendered accents; it feels ‘old-time luxury’ and quaint, whilst still holding on to the idea of quality. The colour palette features a soft pink and a selection of natural tones — greens and browns — inspired by the house and it’s gardens. A sketch of Flore House adds a personal touch, but also a feeling of informality and softness, which helps to creates an identity that is warm and welcoming.
Above all else, we worked really hard to invite some warmth into this brand. The existing identity was simple, with only a typography based logo and a colour palette that was largely black and white. When Georgie first moved to Flore House, it needed a lot of work, and it took time for her to establish a visual direction for the house and its grounds. This project was all about bringing the visual identity for Flore up to speed with the actual Flore. Today, the house is a collection of deeply luxurious, exciting and playful interiors, in which no detail is overlooked. We worked hard to reimagine the identity for the business in a way that places importance on the small details — just like Georgie did as she restored this wonderful estate. The result is a brand that feels eclectic, warm and completely welcoming.
If you’d like to, you can learn more about Flore House at www.florehouse.co.uk.
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