May contain traces of love and rage.

Hackney Wick’s most decadent florist wanted to grow. But to attract the artistic accomplished crowd, she knew that a traditional approach wouldn’t cut it.

We helped her to define and articulate a bold point of view ahead of a website relaunch.

We discovered an industry of two halves: traditional florists laying on the sickly-sweet clichés, and independent florists giving off an air of exclusivity.

Kitty Willow wanted to offer an alternative, making high craft more accessible.

While researching her audience, we discovered a discerning creative community valuing hedonism and intellectual stimuli in equal measure.

Kitty Willow’s opportunity was to show them that flowers can be as sultry, dramatic, voluptuous and mischievous as they are. By rejecting traditional florist tropes in pursuit of playful decadence, it can help this audience to express themselves through the beauty and intent of their designs.

The tone of voice took inspiration from the vintage gothic literature of Mary Shelley, and the relationship between love and rage as explored in Frankenstein. These two traits created a tension which expressed the nuances of modern womanhood, while standing out in the category.

And knowing that those playful intellectuals wouldn’t care much for keywords, the product descriptions are inspired by vintage gothic literature a modern twist.