How Our Logo Helped Us Move Up Market

When my wife, Rachael, and I first started our St. Louis flower shop, Twisted Willow, it was hard to imagine that we would one day land five-figure weddings. We started out doing rather intimate events, with a focus on the ceremony. Now, our average is around $6,000 USD, we’re doing half the weddings we used to, and we’re more profitable.

We pursued the high-end niche because we had a growing family and we love to travel. We knew we needed a business model that would pay for our lifestyle and also allow us time off to take family vacations.


One of the biggest steps in our move up market was allowing potential clients to self-qualify (assess if we fit in their budget) through the marketing materials we presented to them. We changed out the images on every piece brides evaluate, from our website to our brochures, to reflect the type of event we imagined ourselves doing regularly. If a potential client desires an elegant look with grand details, such as hanging installations or cascading designs, she will connect well with the materials we provide and move toward scheduling a consultation. On the other hand, if a bride-to-be is looking for something simpler, she’ll see that our style isn’t quite a match and move on.

To achieve this reputation, we knew we needed a major overhaul to our logo. Even though we had worked with a professional branding company when we started and absolutely loved the result, our initial logo was no longer connecting with the clientele we wanted to attract. Our revamped logo (pictured) immediately communicates Rachael’s aesthetic.

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In the process of honing our branded materials, we picked up a few tips. As you aim to develop a visual identity that is as unique as you are, keep these four pointers in mind:



Far too often, businesses try too hard, making their logo busier than it needs to be. They add a variety of visual elements — all of which may look good individually — but together, can be distracting. Furthermore, they do not help distinguish one florist from every other business on the block. Often, the busier the logo, the less professional it looks.

Consequently, potential clients will likely turn away before ever seeing the quality of product that can be delivered. Logos should be clean and simple if you want your brand to be recognizable, timeless, and versatile. When a logo is simple and memorable, people can easily recall what it represents, which is key to surviving in such a competitive market.


You’ll want to use this logo multiple places. One of your tasks should be to identify every single place you’ll use it. Every. Single. Place. Business cards? Brochures? Postcards? Stationary? Website?

Pull up your note app or a sheet of paper and list these out. Your final design should be legible in the smallest and largest of presentations. For instance, a logo that is too vertical or horizontal will become difficult to read when you enlarge it or shrink it. It doesn’t matter how amazing your logo looks if it’s not legible.


To ensure versatility, a logo should be designed in vector format. This will ensure that you can scale it to any size without compromising image quality. I recommend using Adobe Illustrator to design your logo — not Photoshop. Worried that your new logo might not be very versatile? You can download our logo checklist to analyze everywhere it might go. Visit we.curate.co/wedding-florist-logo-placement.


Your logo should be geared towards your target audience. If your target audience includes high-end brides, your logo should avoid overly bright colours, a “fun” font, or an emblem that proclaims “DIY.” However, if your goal is to help clients with tighter budgets develop beautiful floral arrangements for their special day, you can have a logo that is a bit whimsical. Very few clients consciously know whether a florist is mainstream or high-end; yet, most have seen enough logos to figure out what end of the market you serve. Whatever people you wish to attract, it is important to know what design elements will resonate with them.


Keeping your logo to a single color force you to look at the effectiveness of the overall concept and shape of your logo rather than considering how much “better” it would look in a different hue. This is the ultimate test of a logo’s strength and versatility. A good logo will also use negative space to make the design interesting and dynamic. While your logo can use multiple colours, the core shape should still work for situations when you can only use one. This means the logo should be carefully designed to make sure its detail does not disappear on smaller screens. Having a single-coloured logo prepares you for one-colour printing processes for business cards, letterhead, and packaging, as well as black and white copies. It also frees you to create rubber stamps,
foil-embossed labels, embroidered merchandise, and laser-cut products.

While you could choose your favourite colour or the colour of your favourite flower, you should proceed with caution as certain colours will resonate more within different communities and different client demographics than others. For instance, the Hispanic community gravitates to yellow, orange, and red. The colour you choose should appeal to your target audience to optimize the level of trust between you and potential clients. With these four key points in mind, you’re ready to tackle the job of branding (or rebranding) your company effectively.

Ryan O'Neil
Ryan O’Neil is the co-founder of https://Curate.co, a proposal software for florists that creates beautiful, on-the-spot proposals accurate down to the last pincushion protea. His beautiful bride, Rachael, and he started Twisted Willow Design in St. Louis, Missouri two years ago, which is now one of the quickest growing event floral design companies in the midwest.

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