Bloomin’ Beautiful: TRiC crafts a vivid, nature-inspired identity for furniture curator Wildflower — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Experts of optimising spaces, Wildflower is a furniture curation and procurement service that, with its focus on “people, place, and potential,” bridges the gap between interior designers and everyday consumers. Devised and designed by the team at Melbourne-based multidisciplinary studio TRiC, Wildflower’s brand environment – spread across a website and social media channels – aims to inspire customers while meeting the functional needs of Wildflower as a business.

The energetic brand system takes cues from nature and its limitless potential, drawing parallels between the effortless growth of wildflowers in nature and the art of furniture arrangement. The tag line ‘hand picked and curated by,’ connects the name and concept tactfully, reinforced by a series of floating furniture in the brand system. By doing this, Creative Director Tristan Ceddia, notes, “we not only nod to the process of placing items into an environment, but also provide an opportunity for icons of design to be celebrated within the fabric of Wildflower. These provide a visual manifestation of style, the history of design objects, and speak broadly to the juxtaposition of the old, the new and everything in between.”

In the sea of brands, less can be more. And in the case of Wildflower, nothing works more than the simple statement of a bright red flower. The hero of the identity, the mark appears in all scales; from an understated favicon in the corner of the website, to taking centre stage in the middle of the page. The flower, in all its no-fuss glory, is complemented by a suite of alternating graphic flower heads that, according to Ceddia, “speak to the array of possibility and unlimited potential,” within the world of furniture art and objects.

The unmissable icon is matched with an equally bold wordmark, set in Futura: “a recognisable, low ornament typeface that provides the perfect baseline for Wildflower,” Ceddia explains. “The heavy geometric letterforms, along with a ubiquitous geometric flower firmly plant nostalgia at the root of the brand.”

Within the brand system, the word ‘Wildflower’ and the complementing icon are composed of two parts. “A black W (Wild) represents the stem, or core of the design process, which is a constant that can move in many directions,” Ceddia tells us. “A red icon (flower) represents the interchangeable essence of the outcome. Together these elements embody collaboration, arrangement and infinite possibility.” To contrast with the boldness of the wordmark, TRiC opted for Monument Grotesk as the secondary typeface, veering away from the classic Grotesks typically associated with the furniture brand space, lending Wildflower a completely fresh and own-able look.