Concept · Floral studio
Flowers that keep the season
A floral studio whose stock changes every week. The design problem is that the thing worth showing is also the thing that goes out of date fastest.
The premise
A small floral studio taking weddings, weekly arrangements and walk-in stems. The kind of business whose Instagram is excellent and whose website is a form from 2016.
The problem
Most florist sites open with a stock photograph of roses and bury what is actually in the bucket this week. But seasonality is the whole argument for buying from a studio instead of a supermarket — and it is the one thing a template cannot hold, because it changes every seven days.
The approach
Put the week first
The page opens on what is in the studio right now, not on a hero image that will be true all year. That single decision reorders everything below it: ordering follows the stems rather than leading them, and the seasonal claim is demonstrated instead of asserted.
A serif that can be soft without being fussy
Fraunces in italic carries the display type. It has the warmth the subject wants and enough structure not to tip into wedding-invitation pastiche, which is the failure mode for every florist brand.
Green as ink, not as decoration
The deep green is used for type and rules rather than as a background wash, so it reads as the studio's colour rather than as a theme applied over the top. Brass does the small accents.
Weddings kept separate
Wedding work is a different sale with a different timeline, so it gets its own section rather than being mixed into the weekly list — one visitor is buying in ten minutes and the other in ten months.
What I would want before building it for real
The seasonal block is the part that would need a real content plan behind it. A page that promises this week's flowers and shows last month's is worse than one that never promised.
This is a concept, not client work. Botanica is not a real business. The site was designed and built end to end to work through a specific problem, and it is shown here as design thinking rather than as a job I was hired to do.