One of my very first projects within the graduate program was partnering with a small local floral business. This small business started as a florist focused on producing large quantities for weddings that were beautiful but lacking in a unique style. This business was once called Duo Designs but desired a rebrand with a new name that could express its entirely new vision.
THE NEW VISION
From the phrase ‘all and sundry’
- Synonym of the phrase: all, anybody, each one, each person, generality
- Origin of the phrase: dates from the 1300’s meaning ‘one and all’ in a sense of individually and collectively. The word sundry derives from the old english syndrig, meaning ‘separate, exceptional or special’
Also, this name played on the words ‘sun dried’ to represent the west coast style and dried flower collection.
“The name and idea came from ending a very toxic season in the most comforting of places – sitting on a SoCal beach that I called home for two years, desperately trying to find a place where all of my gifts and talents could lie creatively. As I sat in the sand and my face soaked up the sun, I dreamt of a place where floral beauty is made for all and sundry in this world.”
Playful – Elegant – Romantic – Modern – Creative – Detailed – Sleek – Inspiring – Classic – Unique
“I want the customer to view their florals as an art piece in their home or business, or to take a breath of fresh air and relax when they see fresh florals on their bed side table next to their favorite candle, or for them to feel fueled with passion, inspiration and creativity from being surrounded by unique floral displays when attending a private gathering hosted by their favorite local brand, store, restaurant, etc.”
This conversation allowed the rebrand to begin…
