Pure Yellow
2022 | Rebranding, Stationery
Pure Yellow is a flower shop rebranded as an experimental retail space that goes beyond selling flower arrangements while supporting local artists and artisans. The project focused on reimagining the shop interior as a promenade: the walk-through begins at the main entrance, where a rotating local artist is featured monthly, followed by floral installations and an atelier dedicated to bouquet wrapping and personalization.
The bilingual logo combines serif and sans-serif typography to create a contemporary take on the traditional flower shop. To reinforce the new positioning, a system was developed in which artworks by local artists are printed on bouquet wrapping paper, turning each purchase into a distinctive takeaway. These works also appear throughout the space, contributing to a dynamic in-store experience.
Through this rebranding, Pure Yellow transforms the flower shop into a more immersive and engaging retail environment.
Creative Direction: Unkoated | Laetitia Keyrouz
Graphic Design: Chiara Vincenti Zakhia
