Meet Romantic St. Paul Floral Studio,
Reverie Floral Design
Reverie Floral Design is a St. Paul wedding and event floral studio that specializes in designs that celebrate the place and time you're in. Reverie's style is lush, romantic, effortless, and slightly whimsical, reflecting the timeless elegance of a garden with a modern twist.
Creating a brand and website that feels natural
Reverie began as a small garden in owner Diana's backyard that created little moments of joy. Diana has always had a reverence for the artistry of flowers and is captivated by their ability to ground us in a moment in time. The Reverie Floral Design brand is a reflection of the craft, lushness, and laid back nature of your favorite midwestern backyard memories.
THE BRAND PAYS TRIBRUTE TO WHERE REVERIE BEGAN; IN A GARDEN
Diana's main pain point or concern
When I first met Diana, she shared she felt stuck with her current branding. The DIY logo that got her through her first year of business wasn't going to able to keep up with the growth she was working towards. It also didn't feel much like her anymore. She also built the original Reverie website herself and as she booked more clients for her wedding floral service she needed a website that could jumpstart a conversation with a couple and highlight her portfolio.
OUR Guiding Principles
The goals for the project:
A brand that tells a story speaks to the dream clients
Emotion-rich photos without forced poses
An expanded logo inventory for any occasion
A brand experience that stands out and sets reverie up for a successful 2025 wedding season
Spoiler: we crushed it
I see a lot of wedding photos —
Fitzgerald is in a class all their own
Etsy sriracha williamsburg thundercats literally vinyl selfies distillery squid humblebrag. Subway tile squid, artisan pop-up pok pok letterpress.
— LAUREN, VOGUE WEDDINGS
01
Brand Strategy session that got to the core of the business
As the business grew, we needed to build a services page to educate prospective clients what they could expect when working with Reverie.
02
Design details that pack a punch and feel authentic
Throughout the brand and the site there are nods to what Reverie stands for, and also little peeks of who Diana is as well.
03
A dynamic and expanded web presence
The original website was two small pages and a contact form. We expanded the site to four pages and created a genuine experience.
01
The Elegant and Iconic R Logomark
Early on, it was clear we needed a logomark that could represent everything Reverie stood for. This R is cut out with a bud vase with two flowers symbolizing the union of couples who work with Reverie Floral Design to commemorate their celebration.
MY FAVORITE DETAILS
02
The Personality and Bloom Filled Vases
The vase design was created to function as a repeating pattern, but also as solo icons. In research, we found a lot simple floral line drawing in use, and we decided to go bold with a solid pattern highlighting the arrangement of flowers.
03
The Expanded and Defined Color Palette
Originally Reverie didn't really have a color palette. We tested out several palettes until we landed on a curated collection that spoke not only to the brand, but to Diana, the owner.
Together we were able to design a brand experience that connects Reverie with their dream clients before the 2025 wedding vendor booking rush.
Whether you know exactly what you want or just want to brainstorm, I'd love to grab a coffee with ya!
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