Like roots that spread out.
Fleurettes offers flower seeds to be planted outside or inside. The typography is fluid and light, evoking the roots of flowers, a tree structure that extends underground. This logotype, made of curves and interlacing, also takes up the Arts Nouveaux movement. Floral ornaments and flora in general were overrepresented in all fields of art.
The typography was also characteristic of this period, with typefaces mimicking nature, such as Hector Guimard's cult "Métropolitain". Here, the logo is more refined to enhance the typography. The purple color brings a touch of modernity.
A coherence between letters and colors is created.
Fleurettes retraces its origins while being in tune with the times.
A packaging that comes to life.
Fleurettes takes its packaging concept from planting cards. The whole packaging allows you to grow flowers (Cosmos Bipinnatus or Achillea Ptarmica pearl). Thanks to the recycled paper in which the seeds of the flowers have been integrated, all you have to do is plant the petals, which can be separated from the packaging, in the ground or in a pot, water regularly and nature will take care of the rest. The packaging is biodegradable and the natural inks do not pollute the ground. Fleurette aims to be ecological in every aspect, from production to use.
Based on origami, the packaging plays with simplicity, as only a wooden stem (which can be used as a stake) and cut and folded paper are used. The shape of the packaging schematizes the flower that will grow. A floral pattern reminiscent of my primary source of inspiration, the Arts Nouveaux, enlivens and dresses the paper flower. Some essential information is present to guide the user. The movement to detach the petal is taken from the game we all played as children: to tear off a daisy, saying "I love you, a little, a lot, passionately, madly, not at all. .. ". And so on.
Fleurettes' packaging combines fun and ecology to make children and adults want to garden.
Prenez-en de la graine !
To promote the biodegradable nature of its recycled paper planting cards, Fleurettes has created an advertising campaign where the poster itself is biodegradable. It is made in the same way as the product: from recycled paper pulp. Cut-out sheets at the bottom of the poster are available for everyone to test the product before buying it. What's more, when the campaign is over, instead of simply throwing the posters away, they can be planted to grow flowers. No more paper in the bin! It helps plants to grow. It's a more poetic way to mark the end of a cycle, isn't it?
Graphically speaking, it takes up the codes of the packaging with a strong slogan "Prenez-en de la graine !" ("Take it from the seed"). A play on words with the action of taking seeds (to plant them) and the notion of cultivating oneself in general (in this case gardening).
Fleurettes stands out for its commitment and its ability to apply it to all stages of creation.
