Colorful text art with the words "Welcome to the Jungle" in a stylized, playful font.

Creative Direction
Illustration
Visual System
Art Direction

Tools
Flow · Procreate · Affinity Designer

Persona — Flock & Bloom

Age: 28–45
Profile: Creative, free-spirited, and community-driven.

Flock & Bloom's customer seeks a slower, more intentional way of living. They're drawn to colorful spaces, handmade objects, vintage-inspired aesthetics, road trips, and shared meals, choosing brands that feel authentic, playful, and thoughtfully crafted. Good food isn't just nourishment; it's a reason to gather.

Flock & Bloom celebrates slow mornings, colorful gatherings, and the simple joy of sharing good food with good people.

Farm Flock & Bloom Free-range food for free-range people.

Farm Flock & Bloom Free-range food for free-range people.

A cartoon flower with orange petals and a yellow smiling face in the center.
Colorful butterfly illustration with orange, yellow, blue, and red details.
A smiling face on a yellow circle creates the center of a red flower with five petals.

Creative Process

Once the strategic briefing was set, visual development began.

Collage of colorful retro-style posters and designs, including text like 'LOVE YOU,' 'HERE COMES THE SUN,' '1970s,' and 'CHEERS' with patterns such as abstract squares and wavy lines.

Research: I anchored the visual direction in 1970s design, analyzing the era's characteristic shapes and fluid forms.

Two yellow sparkles or stars on a black background
Tablet screen displaying the text 'FLOCK & FLASH' with the second word outlined in a bubbly font, held by a person's hand near a laptop keyboard.

Typography: Moving away from default choices, I used a base typeface as a foundation to sculpt a entirely custom, 70s-inspired font.

Two yellow sparkles or stars on a black background
Digital drawing of various cartoon-style doodles including a chick, a flower, a rainbow, a sun, and other decorative elements on a tablet, with a stylus pen and a keyboard visible.

System Design: To complete the brand universe, I designed supporting graphic assets and defined the behavior for the visual patterns.

Brand Personality

Playful rather than serious
Colorful rather than minimalist
Organic rather than polished
Creative rather than corporate
Welcoming rather than exclusive
Nostalgic rather than retro

A cartoon white chicken with colorful sunglasses holding a basket of eggs next to a rainbow.
Cute cow wearing sunglasses with a sunflower on top of its head, colorful abstract background, text reading 'Farm & Block Bloom'.
A colorful phone screen with a whimsical farm and flock bloom theme. Features a stylized white chicken wearing rainbow-colored glasses and a red comb, with a smiling flower above. Background consists of blue and green abstract wavy patterns.
Two glass bottles of real milk with the Farm & Lock Bloom logo, surrounded by splashes of milk, set against an orange, zebra-striped background.
logo with red text reading 'Farm & Block' on a white background.
Text reading "The cookie jar" in white over a black background.

Brand Archetype: Innocent + Everyman

Flock & Bloom embodies the Innocent and Everyman archetypes through optimism, authenticity, and a deep appreciation for life's simple pleasures. The brand celebrates genuine connections, slow mornings, and the joy of gathering around good food with good people with vibrant storytelling, and a modern nostalgic spirit.

The word 'Vancouver' written in stylized white text on a black background.
A glass bottle of real milk with a farm-themed label, placed on a rustic wooden table in a cozy, country-style setting with flowers and a window in the background.
Two yellow sparkles or stars on a black background
A carton of 12 organic pasture-raised eggs from Free Range Eggs & Flock Bloom on a rustic wooden table in a farmyard with chickens and a stone barn in the background.
The image displays the logo for the band Goo Goo Dolls, with stylized text in a bold, playful font.
A person holding a white mug with a dark interior, wearing a beige long-sleeve shirt and blue jeans, standing outdoors in front of lush green trees.