Rachel Gordon needed help creating a brand for her socially conscious, locally sourced, then unnamed flower shop. Together we created the Taproot brand, beginning with the name. Because building community in both her neighborhood and among local famers was at the heart of what Rachel was trying to do, we loved the symbolism of a taproot—a stout supporter of other roots which nourish and help the plant thrive. Wanting to emphasize that beautiful metaphor, I twisted a “t” into a taproot-esque monogram to serve as the brand’s mark. With those in place, we developed a simple design that would keep the focus on the beautiful arrangements of varying colors and moods, and also work together with supporting imagery when flowers were not present. Business cards and hang tags printed on 220lb Crane Lettra with neon pink and yellow edging by Mandate Press, Photography by Alpha Smoot, Art Direction by Linsey Laidlaw.