A playful and culturally-rooted visual identity for a Valentine's Day floral campaign merging tradition with modern edge.

This campaign needed to work cohesively with Unwritten Florals' existing brand identity while still feeling special and distinct enough to stand on it’s own. We also needed to create a suite flexible enough to work across multiple touchpoints—from stickers and care cards to social media graphics—while maintaining budget-consciousness for a small business Valentine's campaign. The color palette had to feel romantic and Spanish-inspired without becoming too predictable or overly feminine, striking that delicate balance between softness and strength that defines Vanessa's floral work.

We designed a custom repeating border pattern inspired by traditional Spanish design motifs and papel picado, reimagined as an infinitely repeating element that could function as both decoration and as a brand device. The playful "woman in the hat" graphic became a signature mark throughout the suite—appearing on badges, stickers, and marketing materials as a subtle nod to Spanish heritage with a modern, almost whimsical feel.

The experimental typography combination of Toy (a bold, high-contrast display face) paired with Outpost (a rugged, western-leaning font) created visual tension that kept the identity from skewing too sweet or traditional. Even the color palette was carefully desaturated—cosmic latte, cadmium orange, maximum yellow red, light French beige, and Spanish bistre—to keep things soft, earthy, and romantic rather than overly saturated or garish. Every element, from the arched care card shape to the vintage postage-inspired sticker designs, was crafted to make receiving an Amor Mio arrangement feel like unwrapping a special, thoughtfully designed gift.