Visual Identity - JAM Florals

Jackie McLaughlin of JAM Florals is a Kelowna-based florist who specializes in wedding florals, art installations, arrangements and more. Jackie is an artistically-motivated florist who focuses on sustainable foraging primarily from local farms as well as her own garden.

For the rebrand of JAM Florals we wanted the visual identity to embody the same vibe as Jackie’s floral creations (artistic, contemporary, natural and expressive). For the primary logo I created a fully customized wordmark with elements from the original logo (the flower symbol within the “A”). It was paired with an outline of Fritillaria meleagris placed behind the wordmark, with the primary focus being on JAM FLORALS. A full logo-suite along with brand patterns, colour palette and typography suite were created for this brand.