Branding & Web Design
Floravitro
Floravitro is a plant nursery dedicated to cultivating and conserving rare carnivorous plants. Rooted in science and built on care, their lab-grown clones make these fascinating species accessible to curious minds — from beginners to advanced collectors.
I was brought in to translate this vision into a thoughtful brand identity and a flexible design system that would support their mission, stand out in a niche market, and grow alongside their evolving product catalogue.
Discovery & Brand Foundations
We started with a collaborative discovery session to define Floravitro’s values, voice, and visual territory. We explored their positioning, ideal audience, and brand goals — identifying that Floravitro was more than just a shop: it was a bridge between science, education, and living beauty.
This phase helped us establish the foundation for everything that followed — from typography and color to tone of voice and layout principles.
Creative Direction
The direction we chose is centered around empathy, clarity, and long-term support. It positioned Floravitro not just as a seller of rare plants, but as a knowledgeable companion in the care journey. The brand idea, “here for you,” shaped everything — from tone of voice to visual decisions.
The personality we defined was committed, experienced, and supportive, and the visual tone followed suit: soft, natural, and structured, without ever feeling sterile. This direction informed the entire identity system.
Logo Evolution
Floravitro came with an existing logo, and rather than redesign it from scratch, I chose to refine it to better align with the new identity. I adjusted the typography, refined the spacing, and updated the color to match the revised palette. The goal was to preserve brand recognition while improving overall balance, legibility, and consistency across applications.
Visual Identity System
The identity system was designed to be clear, consistent, and easy to apply. The color palette uses muted, nature-inspired tones that ensure readability and support accessibility while keeping the focus on the product.
Pier Sans was selected for its legibility and neutral character. Using only two weights — Regular and Light — keeps the typographic system simple and reduces styling complexity across formats.
Graphic elements such as organic shapes and textures were introduced to create visual consistency without overwhelming layouts. Custom icons help communicate care instructions and scientific details in a way that’s easy to understand.
Photography is structured around one goal: highlight the plant. Whether in studio or real-life settings, the visual priority is always product clarity. Each design decision supports usability, scalability, and the client’s goal of making rare plants accessible and easy to care for.
Brand Guidelines
To ensure consistency and clarity across all future brand touchpoints, I compiled a comprehensive brand guidelines document. It outlines rules for logo usage, color application, typography, layout, photography, graphic elements, and tone of voice. More than a manual, the guide is a practical tool meant to empower the Floravitro team to apply the identity with confidence — whether for print, packaging, digital, or internal use.
Web Design & Development
With the identity in place, I designed and built Floravitro’s webshop using Webflow. The site architecture was intentionally simple, with clear navigation and a calm visual flow that mirrors the tone of the brand. The content was written and designed to feel supportive and informative, never overwhelming. Each product page includes care instructions and clone identifiers, reinforcing the brand’s unique position at the intersection of scientific knowledge and accessible guidance.
Results & Reflections
Floravitro’s new identity supports their mission to make rare plants more accessible — without sacrificing care, clarity, or conservation. It gives the team a distinctive, professional visual system they can grow into and a strong, trustworthy presence for the customers they serve.
"Working with Alex has been a very compelling and fun experience to see something I am very passionate about come to life and develop a visual personality. Alex was quick to respond and address any changes or issues and also helped with guiding me through the decision-making in key parts of the collaboration along the way. Unlike previous assignments with graphic designers the process did not feel like a burden but has been an exciting step-by-step workflow."
Manuel Reimansteiner - founder of Floravitro
Branding & Web Design
Floravitro
Floravitro is a plant nursery dedicated to cultivating and conserving rare carnivorous plants. Rooted in science and built on care, their lab-grown clones make these fascinating species accessible to curious minds — from beginners to advanced collectors.
I was brought in to translate this vision into a thoughtful brand identity and a flexible design system that would support their mission, stand out in a niche market, and grow alongside their evolving product catalogue.
Discovery & Brand Foundations
We started with a collaborative discovery session to define Floravitro’s values, voice, and visual territory. We explored their positioning, ideal audience, and brand goals — identifying that Floravitro was more than just a shop: it was a bridge between science, education, and living beauty.
This phase helped us establish the foundation for everything that followed — from typography and color to tone of voice and layout principles.
Creative Direction
The direction we chose is centered around empathy, clarity, and long-term support. It positioned Floravitro not just as a seller of rare plants, but as a knowledgeable companion in the care journey. The brand idea, “here for you,” shaped everything — from tone of voice to visual decisions.
The personality we defined was committed, experienced, and supportive, and the visual tone followed suit: soft, natural, and structured, without ever feeling sterile. This direction informed the entire identity system.
Logo Evolution
Floravitro came with an existing logo, and rather than redesign it from scratch, I chose to refine it to better align with the new identity. I adjusted the typography, refined the spacing, and updated the color to match the revised palette. The goal was to preserve brand recognition while improving overall balance, legibility, and consistency across applications.
Visual Identity System
The identity system was designed to be clear, consistent, and easy to apply. The color palette uses muted, nature-inspired tones that ensure readability and support accessibility while keeping the focus on the product.
Pier Sans was selected for its legibility and neutral character. Using only two weights — Regular and Light — keeps the typographic system simple and reduces styling complexity across formats.
Graphic elements such as organic shapes and textures were introduced to create visual consistency without overwhelming layouts. Custom icons help communicate care instructions and scientific details in a way that’s easy to understand.
Photography is structured around one goal: highlight the plant. Whether in studio or real-life settings, the visual priority is always product clarity. Each design decision supports usability, scalability, and the client’s goal of making rare plants accessible and easy to care for.
Brand Guidelines
To ensure consistency and clarity across all future brand touchpoints, I compiled a comprehensive brand guidelines document. It outlines rules for logo usage, color application, typography, layout, photography, graphic elements, and tone of voice. More than a manual, the guide is a practical tool meant to empower the Floravitro team to apply the identity with confidence — whether for print, packaging, digital, or internal use.
Web Design & Development
With the identity in place, I designed and built Floravitro’s webshop using Webflow. The site architecture was intentionally simple, with clear navigation and a calm visual flow that mirrors the tone of the brand. The content was written and designed to feel supportive and informative, never overwhelming. Each product page includes care instructions and clone identifiers, reinforcing the brand’s unique position at the intersection of scientific knowledge and accessible guidance.
Results & Reflections
Floravitro’s new identity supports their mission to make rare plants more accessible — without sacrificing care, clarity, or conservation. It gives the team a distinctive, professional visual system they can grow into and a strong, trustworthy presence for the customers they serve.
"Working with Alex has been a very compelling and fun experience to see something I am very passionate about come to life and develop a visual personality. Alex was quick to respond and address any changes or issues and also helped with guiding me through the decision-making in key parts of the collaboration along the way. Unlike previous assignments with graphic designers the process did not feel like a burden but has been an exciting step-by-step workflow."
Manuel Reimansteiner - founder of Floravitro
Branding & Web Design
Floravitro
Floravitro is a plant nursery dedicated to cultivating and conserving rare carnivorous plants. Rooted in science and built on care, their lab-grown clones make these fascinating species accessible to curious minds — from beginners to advanced collectors.
I was brought in to translate this vision into a thoughtful brand identity and a flexible design system that would support their mission, stand out in a niche market, and grow alongside their evolving product catalogue.
Discovery & Brand Foundations
The project began with a collaborative discovery session where I sat down with the Learning Lab team to deeply understand their mission, audience, and long-term vision. We explored what sets them apart, the emotions they wanted the brand to evoke, and the practical challenges they faced in communicating their message visually.
Based on this conversation, I put together a comprehensive creative brief that outlined the brand’s core values — commitment, accountability and proactivity — and set the foundation for the visual direction. This document became the reference point throughout the project, ensuring every design decision aligned with Learning Lab’s goals.
Creative Direction
The direction we chose is centered around empathy, clarity, and long-term support. It positioned Floravitro not just as a seller of rare plants, but as a knowledgeable companion in the care journey. The brand idea, “here for you,” shaped everything — from tone of voice to visual decisions.
The personality we defined was committed, experienced, and supportive, and the visual tone followed suit: soft, natural, and structured, without ever feeling sterile. This direction informed the entire identity system.
Logo Evolution
Floravitro came with an existing logo, and rather than redesign it from scratch, I chose to refine it to better align with the new identity. I adjusted the typography, refined the spacing, and updated the color to match the revised palette. The goal was to preserve brand recognition while improving overall balance, legibility, and consistency across applications.
Visual Identity System
The identity system was designed to be clear, consistent, and easy to apply. The color palette uses muted, nature-inspired tones that ensure readability and support accessibility while keeping the focus on the product.
Pier Sans was selected for its legibility and neutral character. Using only two weights — Regular and Light — keeps the typographic system simple and reduces styling complexity across formats.
Graphic elements such as organic shapes and textures were introduced to create visual consistency without overwhelming layouts. Custom icons help communicate care instructions and scientific details in a way that’s easy to understand.
Photography is structured around one goal: highlight the plant. Whether in studio or real-life settings, the visual priority is always product clarity. Each design decision supports usability, scalability, and the client’s goal of making rare plants accessible and easy to care for.
Brand Guidelines
To ensure consistency and clarity across all future brand touchpoints, I compiled a comprehensive brand guidelines document. It outlines rules for logo usage, color application, typography, layout, photography, graphic elements, and tone of voice. More than a manual, the guide is a practical tool meant to empower the Floravitro team to apply the identity with confidence — whether for print, packaging, digital, or internal use.
Web Design & Development
With the identity in place, I designed and built Floravitro’s webshop using Webflow. The site architecture was intentionally simple, with clear navigation and a calm visual flow that mirrors the tone of the brand. The content was written and designed to feel supportive and informative, never overwhelming. Each product page includes care instructions and clone identifiers, reinforcing the brand’s unique position at the intersection of scientific knowledge and accessible guidance.
Results & Reflections
Floravitro’s new identity supports their mission to make rare plants more accessible — without sacrificing care, clarity, or conservation. It gives the team a distinctive, professional visual system they can grow into and a strong, trustworthy presence for the customers they serve.
"Working with Alex has been a very compelling and fun experience to see something I am very passionate about come to life and develop a visual personality. Alex was quick to respond and address any changes or issues and also helped with guiding me through the decision-making in key parts of the collaboration along the way. Unlike previous assignments with graphic designers the process did not feel like a burden but has been an exciting step-by-step workflow."
Manuel Reimansteiner - founder of Floravitro