Year
2022
Client
Scott G.
Category
Brand Identity
Product Duration
3 - 4 Weeks
Rochester, New York, has a rich floral history tied to its nickname, the "Flower City." In the 19th century, it became a hub for horticulture and seed production, thanks to pioneers like George Ellwanger and Patrick Barry. The city’s fertile soil and Erie Canal access fueled its growth as a center for nurseries and floral innovation. The annual Lilac Festival, started in 1898, celebrates this heritage, showcasing Rochester’s deep connection to flowers and gardening.
Flower City Garden Club’s design celebrates Rochester’s floral heritage with earthy greens, petal pinks, and warm neutrals, evoking growth and tranquility. The organic, flowing logo symbolizes harmony between gardeners and nature, while clean, floral-accented typography blends modern and classic styles. Imagery of thriving gardens, hands nurturing plants, and community gatherings reflects our authentic, shared passion for gardening. Every visual element—from colors to compositions—inspires connection and cultivates joy, honoring the ‘Flower City’ legacy. Our branding invites gardeners to embrace beauty in every corner of life, balancing elegance with approachability to mirror Rochester’s lush landscapes and timeless gardening traditions.
The design draws from Rochester’s horticultural legacy, blending timeless charm with modern appeal. Inspired by local gardens and vintage catalogs, our earthy greens, soft pinks, and warm neutrals evoke growth and tranquility. The organic logo symbolizes the nurturing bond between gardener and nature, while clean typography with floral accents bridges tradition and innovation. Every element—from textures to imagery—celebrates gardening as a unifying, life-giving practice. Designed to inspire, the brand honors the past while cultivating future possibilities, mirroring the enduring beauty of nature and Rochester’s ‘Flower City’ spirit.
Flower City Garden Club unites people through gardening, welcoming beginners and experts alike. We inspire and educate, helping you cultivate thriving spaces that reflect your vision. Celebrating Rochester’s horticultural legacy, we blend tradition with modern practices, offering tools and community for all gardeners.
More than a brand, we’re a movement—inviting you to slow down, connect with nature, and find joy in growth. From seed to bloom, we honor the soul-nourishing power of gardens and their ability to foster connection. It’s about getting your hands dirty, creating beauty, and rediscovering nature’s profound impact on our lives.
