Fred Floral blossomed its humble roots on a quaint little flower farm in New Zealand. The mother: Laura Smith. The origin of the name ”Fred” stems from a local neighbour who would visit Laura almost every day on the flower farm. This neighbour, a friendly old man, became very close with Laura. His nickname for her was “Fred”.
Fred now thrives in a charming studio on the South Coast of NSW, specialising in weddings, daily floral arrangements and ikebana courses.
The objective was clear: convey the effortless, friendly, rustic and organic essence that defines Laura/Fred and her flowers. The lowercase, flower stem-inspired logotype illustrates Laura’s affable nature, paired with a cute, simple flower icon, ensures a seamless alignment with the brand’s narrative.
