Florist Wim Van Assem Rebranding

In rebranding Florist Wim Van Assem, we aimed to create a harmonious balance between contemporary design elements and the building’s classical facade. Our approach started with a deep respect for the building's historic character, ensuring that any modern additions would complement rather than overshadow its architectural heritage.We achieved this balance by carefully selecting materials, color palettes, and design motifs that resonate with both eras. For example, sleek, minimalist signage and lighting were introduced to convey a modern aesthetic, while their proportions and finishes were inspired by the building’s original details. Inside, we incorporated clean lines and open spaces to reflect contemporary sensibilities while retaining traditional touches like moldings and woodwork to preserve its timeless charm.The result is a design that bridges the past and the present, inviting a fresh, modern identity to flourish while still honoring the building’s storied history.

The dynamic ribbons were inspired by the flowing, organic nature of floral arrangements and the creative energy inherent in floral artistry. They symbolize movement, growth, and transformation—qualities that reflect the essence of forty years of progressive floral design at Wim Van Assem. Each ribbon represents the fluidity and vibrancy of flowers in motion, capturing the way they bring life and beauty to any space.This visual metaphor also pays homage to the artistry and craftsmanship that have been central to the florist’s legacy. Over the decades, the brand has continually evolved, pushing the boundaries of floral design while staying rooted in its dedication to creativity and quality. The ribbons embody this spirit, weaving together tradition and innovation into a seamless narrative that honors the past while looking forward to the future.

Winning the Bronze A' Design Award was a humbling recognition of our approach to rebranding Florist Wim Van Assem, especially in the context of its significant anniversary. Our research into integrating modern design within historical settings was pivotal to our creative process. We delved into the building's architectural heritage, the florist's four-decade legacy, and the evolving narrative of floral artistry to create a design that felt authentic and timeless.This research influenced every decision, from material selection to the visual identity. For instance, we employed contemporary design elements like clean typography and dynamic visual metaphors to represent growth and creativity while ensuring they were in harmony with the historical facade. The project became a dialogue between past and present, celebrating the brand’s evolution and solidifying its place in the future. This balance between honoring history and embracing modernity was at the core of the rebranding, making it a true reflection of Wim Van Assem’s journey over forty years.