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Devonport Flowers

Competition: #1639
Client: EBA
Open: 03 September 2013
Close: 11 September 2013


Guaranteed Prizemoney

Winning entry by ... cai.tq


The Brief


Our client, Devonport Flowers is a small high quality florist based in the High Street of Devonport Village, (an upmarket suburb/village) in Auckland, New Zealand.

They want a brand refresh, a new logo and graphics suitable for our store signage, stationery, packaging, uniforms, vehicle wrap and website.

The logo and graphics should be ideally black and white. The current logo is white on black and this is used reversed on some packaging.

You can see the current branding and website at www.devonportflowers.co.nz

Note that the website is also being updated and will generally have a fresher, more image rich feel. They like this site

The immediate market is Auckland City and Auckland’s North Shore (New Zealand). They are targeting the Auckland region (not just the Devonport area). Therefore you may want to incorporate the words “Auckland Wide” into the design as a sub-line or tagline.

Devonport Flowers sell from the store (walk-ins and phone orders), online via the website (mostly overseas orders for local delivery) and via Interflora.

They cater for Weddings, Funerals and other events. They deliver Auckland wide.

They want a stylish, luxurious, slightly feminine, upmarket looking logo.

Perhaps a Monogram plus Logotext. Possibly a pattern (e.g. Louis Vuitton) that can be used for packaging to add a sense of luxury.

Consideration should be given to a social networks avatar (e.g. a monogram) that goes with the full logo.

The design should be minimalist and classy. No cartoons or kitchy flowers.

Some interesting logos we like can be seen here

Thank you for your consideration. Good luck.

Target Audience

Flower buyers in the Auckland region of New Zealand, and international buyers of flowers for delivery Auckland wide.

Logo Requirements

Logosauce Standard Final Art Requirements: Vector artwork in Pantone SPOT, CMYK, RGB and BW versions. Files should be saved in Adobe Illustrator .ai or .eps file formats with all strokes converted to objects and fonts pathed/outlined. Other file formats may be acceptable in exceptional circumstances.

Comments Rssfeed16x16



Generally disappointed in the effort so far. A typeface and a graphic loosely coupled is not going to be enough to win this comp.

2013-09-09 04:19:40 UTC


@craig – yes just sat down with Morag (client) and went through all the logos and commented on many of them. And short listed two.

2013-09-09 09:26:57 UTC
WouterZ - Dutch Designs

WouterZ - Dutch Designs:

You’re disappointed in the effort? I don’t want to come over as rude, but you already got 50 designs to choose from. In relation to the prize money, that is quite a lot. So calling the effort disappointing doesn’t feel fair. A lot of time went into these designs. Too bad that you’re not satisfied with the entries yet. Knowing the design quality of this community something will pop up that is more to your taste.

2013-09-09 11:36:13 UTC


@wouter sorry to be too the point. But in our view, most of the initial designs were disappointing because there had been limited creativity. A typeface choice combined with a clip art or reusable graphic wasn’t going to be good enough and many of the early logo’s were essentially that. We weren’t seeing a real integration of the D & F or the logotext. The number (50?) of designs is irrelevant – it’s about coming up with a creative solution.

And today after writing those comments yesterday we’re starting to see some real progress and we’re getting closer to what the client is looking for.

2013-09-09 21:11:09 UTC


Thank you all. We have a Winner!. Congrats to @cai.tq. There were a number of logo’s we liked but Morag, our client selected the logo that she personally fell in love with. It had just the right amount of sophistication and legibility. The stationery treatment shown by Cai also helped her picture the design in-situ, which really helped with her decision making.

2013-09-16 05:27:18 UTC