University Flower Shop

In the summer of 2016, a young entrepreneur named Dani bought an aging college town flower shop founded in 1959.  She wanted to rebrand the shop to feel timeless and contemporary, like it just arrived to town while also feeling like it's been there all along.  

 

We crafted a main character that we wanted the brand to embody – an avid gardener in her late 60s, living in a small farm house on the outskirts of town.  Her daily rituals are rich, her workspace and hand tools have aged well with time and care. She is a renaissance woman, soft spoken and wise, with a youthful mindset.

This project was a collaboration with Illustrator Sam Bertin.  Photography by Sam Sklar.

© 2019  Matt Rosner

Brooklyn, NY