Freddie's Flowers Packaging
Intro
Packaging at Freddie's Flowers covered core brand products, campaign specials, and collaborations. I managed multiple SKUs end-to-end – from initial design and art direction through to print production, overseeing template accuracy, colour management, and ensuring all technical and safety information was correct across markets.
Deliverables:
Print Design
Packaging
Illustration
Branding
The original flower box was covered in branded flower illustrations, the later rebrand introduced a new illustration style. These boxes came in three sizes in multiple markets, and were a key component of the brand as they were very visible – both for customers themselves and around London stacked on the delivery bikes.
As well as flowers Freddie's had an online shop, selling a variety of vases and flower accessories like secateurs. Each box had wrap around flower illustrations, with English and German versions.
Candles were launched as part of a gifting push, with bespoke tailored scents. I directed my team to create the wrap around designs for the packaging and candle vessel itself, using the brand flower illustrations and individual colours to represent each scent.
Our 10 year birthday campaign was a big celebration, and I wanted to represent that on the box so every customer could feel involved. A set of party themed illustrations were created for the campaign, which I dotted all over the box in a playful way.
Freddie's took part in several partnerships, which provided creative opportunities for new products or utilising different assets. Shown here is the Brickell's ice cream tub, part of the 10 year birthday campaign using the same illustrations the flower box above. Also the Burleigh Flower box, using their famous traditional illustrations to create a pattern that covered the box, to match the jugs that were sold in the shop.
We had the opportunity to create an installation for the launch night of Sweetpea on Sky; alongside this we produced a special flower arrangement designed by Freddie, using dramatic shapes and deep reds to invoke the thrilling murder mystery. A limited edition box and wrap went with the arrangement.
Partnerships like these with The Muses and Jo Loves can be great gifting opportunities, especially when involving candles.
