Client: Atlanta Flower Company (formerly Fauna & Fig)
Role: Brand Designer (Original and Refresh)
Year: 2025
Overview:
Atlanta Flower Company is a floral design studio known for its bold arrangements, irreverent energy, and strong sense of personal style. I originally worked with AFC on their first identity, but after some major business shifts—including Tab stepping into solo ownership—she came back ready for a full refresh. The new goal was to make it more flower-forward, more retro, and 100% more her. Tab grew up working in a diner, and that vintage, subversive, slightly offbeat aesthetic is part of her DNA. This rebrand gave her the space to show up fully as herself with a visual identity that captured the nostalgic funk, warmth, and boldness she brings to the table.
The Challenge:
Update the brand to reflect Tab’s solo ownership and authentic personality
Move away from past aesthetics that no longer aligned with her vision
Infuse the diner-meets-florals vibe without becoming cliché
Elevate the brand to be both cool and commercial appealing to floral clients and wedding clients alike
The Solution:
A Visual Identity Rooted in Personality & Place
We leaned into Tab’s history to create a bold yet grounded brand that felt retro and funky fresh: her time working in diners, her love of flowers, and her personal style. This wasn’t about crafting a “trendy” floral brand; it was about reflecting Tab’s own legacy and flavor in every single touchpoint.
Typography & Color Refresh
We reworked the brand’s type system to bring in diner-esque character while staying clean and readable. The color palette was updated to evoke old school menus, faded uniforms, and vibrant floral tones, creating a mix that was both nostalgic and fresh.
Custom Patterns & Graphic Language
I built out supporting graphic elements that feel like an extension of her floral work and old diner signage; playful yet structured, with an edge. These elements helped give depth and flexibility to the overall brand system, showing up in packaging, social, signage, and more.
The Flower Menu Concept
One of the biggest updates was the creation of a custom “flower menu”, which served as a nod to both her diner roots and her signature bouquets. This menu helped differentiate AFC from other florists while reinforcing her brand story in a way that felt clever, original, and very Atlanta.
