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- Full Brand Identity (logo, color palette, typography system)
- Custom Wix Studio Website Design
- Subscription Model Structuring & Content Strategy
- Online Ordering Setup
- Brand Implementation Across Digital Touchpoints
PROJECT DELIVERABLES
The Peony Project is a seasonal floral subscription business designed to offer thoughtfully curated arrangements throughout the year. Built from the ground up, the business needed a brand and website that could clearly communicate its subscription model while establishing a strong, professional presence from launch.
CLIENT BIO
Subscription-Based Floral Brand
The Peony Project
The Peony Project began as an idea without an existing brand, website or sales infrastructure in place.
The goal wasn’t simply to design something visually appealing. It was to create a business that felt established from day one, with a clear and intuitive path for customers to understand and purchase seasonal subscriptions.
From the beginning, the focus was on clarity. Subscription-based businesses can easily feel confusing or overwhelming, so the structure of the website was intentionally designed to guide visitors through the offering in a way that felt simple and straightforward.
The brand direction balances softness with structure, creating something that feels elevated without becoming overly traditional or expected within the floral industry.
The final result is a cohesive brand and website that support online sales, clearly communicate the subscription model and provide a strong foundation for the business to grow season after season.
The goal wasn’t simply to design something visually appealing. It was to create a business that felt established from day one, with a clear and intuitive path for customers to understand and purchase seasonal subscriptions.
From the beginning, the focus was on clarity. Subscription-based businesses can easily feel confusing or overwhelming, so the structure of the website was intentionally designed to guide visitors through the offering in a way that felt simple and straightforward.
The brand direction balances softness with structure, creating something that feels elevated without becoming overly traditional or expected within the floral industry.
The final result is a cohesive brand and website that support online sales, clearly communicate the subscription model and provide a strong foundation for the business to grow season after season.
With no existing foundation in place, the challenge was not refinement, but creation.
The business needed:
At the same time, the brand needed to feel elevated and established from launch, standing apart from more traditional or overly styled floral businesses.
The business needed:
- A clear and compelling brand identity
- A simple, easy-to-understand subscription model
- A website that could communicate offerings without confusion
- A seamless path from discovery to purchase
- A cohesive experience across brand and digital touchpoints
At the same time, the brand needed to feel elevated and established from launch, standing apart from more traditional or overly styled floral businesses.
01. The Challenge
Building a Business from the Ground Up with Clear Structure
This project focused on building a complete and intentional foundation for the business.
We began with brand development, establishing a visual direction that feels soft yet structured, balancing a refined aesthetic with a modern, editorial edge. From there, the website was designed to support the way customers interact with a subscription-based offering.
Throughout the process, we focused on:
The result is a system where the brand and website work together to support both clarity and conversion.
We began with brand development, establishing a visual direction that feels soft yet structured, balancing a refined aesthetic with a modern, editorial edge. From there, the website was designed to support the way customers interact with a subscription-based offering.
Throughout the process, we focused on:
- Structuring the subscription model so offerings feel clear and approachable Designing the website to guide users step by step toward purchase
- Simplifying information to avoid overwhelm and decision fatigue
- Creating a visual identity that feels elevated without being overly traditional
- Ensuring consistency between brand, messaging and digital experience
The result is a system where the brand and website work together to support both clarity and conversion.
02. The Process
Creating Clarity Through Structure and Intentional Design
The Peony Project launched with a brand and website that feel polished, intentional and established from day one.
The new brand and website:
Most importantly, the business now operates with clarity, supported by a brand and website designed to make purchasing feel simple and natural.
The new brand and website:
- Clearly communicate the subscription model and seasonal offerings
- Provide a straightforward and intuitive online ordering experience
- Position the business as elevated and thoughtfully curated
- Support repeat purchasing through a structured, easy-to-follow flow
- Create a strong foundation for future growth and expansion
Most importantly, the business now operates with clarity, supported by a brand and website designed to make purchasing feel simple and natural.
03. the outcome
A Cohesive Brand and Website Designed to Support Ongoing Sales
