The Crate — EJC

Not your average flower delivery.

The Crate is an online modern flower delivery business that offers one style of thoughtfully designed seasonal flowers that changes weekly. The Crate’s concept started with flowers, friendship and a love of design by founders Claire Ryan and Steph Hutch, in 2017.

Task:

The Crate needed a classic but modern brand identity that best reflects the businesses key selling point - Not your average flower delivery. As the business was growing, The Crate needed to modernize their brand and create more consistency across all of their touch points. The main element being their packaging - the number one touch point for customers, and the main opportunity to show their point of difference.

Approach:

Everything about The Crate has an air of style about it. The flowers are so beautiful you almost want to wear them. Using this feeling, it felt only natural to dive headfirst in the fashion and editorial space. The new visual world is centered around The Masthead, a confident but timeless brand mark you’d expect to see on the cover of a magazine. All of the new touch points from the brand play in this editorial space, utilising classic but playful typography and unexpected imagery to tell The Crate’s story.

Scope:

Brand identity, Packaging, Photography, Editorial Design

The brand centres around the Masthead. A classic, but contemporary brand mark, reminiscent of the titles seen on fashion and editorial magazine covers.

Typography plays a key role in the brand. Utilised in a bold and confident way. It is accompanied by a library of hand gestures to show the playful side of the brand.

Packaging

Unboxing the flowers needed to be as enjoyable as the product its self so a complete redesign was implemented. The exterior box was branded with the large masthead creating eye-catching packaging hoping to excite anyone who sees it arrive at their doorstep. We also created an internal cone with a scalloped edge to hold the flowers.

We shot the product in a number of unusual set ups creating a library of intriguing and interesting imagery that reflects the unusual nature of the brand.