Brand Identity  Madreselva

Madreselva is a contemporary flower shop built around one idea: that nature belongs in everyday life, not just on special occasions.

The name holds two forces: the wildness of the jungle (selva) and the nurturing warmth of a mother (madre). It was designed to feel like a neighbourhood shop with a considered soul — somewhere a Madrid interior designer and a Mexico City book lover would both feel at home.

The florist market tends toward either purely decorative aesthetics or overly rustic visual languages. Madreselva needed to occupy a different space — contemporary and design-conscious, but warm and approachable rather than cold or aspirational.

The work began with defining the brand's verbal and visual identity in parallel. The verbal identity established a tone that is human, sensory, and narrative — evocative without being precious. The brand claim "Florece en tu propio refugio" (Bloom in your own refuge) anchors the emotional territory: growth, calm, and belonging.

Visually, the system is built around a primary palette of deep forest green, warm beige, and sage — grounded and natural without falling into cliché botanical illustration territory. An orange accent brings warmth and energy for digital touchpoints. The logo system includes three variants: an imagotype for formal applications, a standalone logotype for packaging, and an isotipo for small-scale and digital use. A repeating botanical pattern applied across packaging and merchandising gives the brand texture and recognisability across touchpoints.

Deliverables:

• Full brand strategy and positioning

• Verbal identity (tone of voice, key messages, claim)

• Logo system (imagotype, logotype, isotype)

• Colour palette and typography system

• Packaging design

• Storefront concept

• Merchandising

• Brand guidelines and full Brandbook