TRANSFORMING THE ART OF FLORISTRY. McQueens is an icon of the floristry scene. The McQueens journey has spanned three decades, from humble beginnings in East London to the creation of a multi-faceted global brand. It has continued to set the standard for floral creativity and style providing floral designs to some of the world’s most loved and admired luxury hotels, brands and events.
The founder, Kally Ellis, approached us to create a more distinct, confident and emotive visual expression of the brand to reflect its stature — notably through a new digital platform and a reimagined ‘living’ brand mark inspired by the beauty of floral symmetry. Our approach was to take the organic attributes inherent in the subject matter, and re-express that through all aspects of the visual identity from typography, to image making to the iconic flower box.
We also took the founder’s favourite flower, the anemone, and created an insignia that can be found delicately coursing through the identity — a symbol and intimate link to both the founder but also that plays homage to McQueens beginnings.