Erik Hoekstra, Co-founder of Florea, came to us with a simple idea that needed to be both defined and refined. Founded in 2020 by Erik Hoekstra, Florea stems from a long family tradition of horticulture; his grandfather Georg’s flower business always resonated with Erik, he remembered how he helped him in the flower fields in the Netherlands and by selling cut flowers in Sweden. Erik came to us with one mission; to be a source of inspiration for everyone who grows flowers, herbs and vegetables, and those who could be inspired to start. He wanted to represent farming flowers in a new modern light. Our task was to develop a brand and visual identity in keeping with Erik’s heritage that would showcase the art of growing flowers, herbs and vegetables, to an international audience.