Petal & Prose
“A florist with extraordinary taste finally builds a brand that shows it.”
Year
2024
Location
Minneapolis, USA
Discipline
Floral Brand Identity · Wedding Market Strategy
74%
Average Booking Value Increase
$12K
Largest Single Contract
2
Destination Wedding Planners
6mo
Time to Results
/ The Challenge
Petal & Prose had been creating some of the most beautiful floral arrangements in Minneapolis for six years. Their work was extraordinary — lush, romantic, deeply considered. But their brand was invisible. A basic Instagram account, no website to speak of, and a client base built entirely on word of mouth. They were booked solid with mid-range weddings when their work clearly belonged in the pages of a bridal magazine.
/ Services Delivered
- Brand Identity
- Visual Direction
- Website Design
- Photography Art Direction
- Wedding Market Positioning
/ Our Approach
We started by documenting the work — because the work was the argument. A full editorial photography day captured the studio, the process, and the finished arrangements in a way that finally did them justice. Then we built a brand identity and digital presence designed to attract a single type of client: the bride who cares deeply about flowers and is willing to pay for someone who cares just as much.
01
When the Work Outpaces the Brand
Petal & Prose was doing work that belonged in Vogue Weddings. Their Instagram looked like a hobbyist's account. The gap between the quality of the arrangements and the quality of the brand was costing them — not just in revenue, but in the caliber of clients they were attracting. Brides who truly valued extraordinary florals couldn't find them. The ones who did find them often didn't understand what they were looking at.
02
Photography as the Foundation
Before we touched a single brand element, we invested in photography. A full day in the studio, capturing the process — the selection of stems, the building of arrangements, the quiet concentration of someone who genuinely loves what they do. The resulting images weren't just beautiful. They communicated craft, intention, and a level of care that no amount of copywriting could replicate.
03
A Brand Built for the Right Bride
The new brand identity was built around a single question: what does the ideal Petal & Prose bride believe about flowers? The answer: that they matter. That the right arrangement can transform a room, set a tone, tell a story. Every element of the brand — the typography, the color palette, the website copy, the inquiry process — was designed to speak directly to that belief and filter out everyone else.
/ The Outcome
Within six months of launch, Petal & Prose had booked their first $12,000 wedding florals contract — more than double their previous average. They were featured in a regional bridal publication and received inquiries from two destination wedding planners. Average booking value increased by 74% as the new brand attracted clients who understood the value of what they were getting.
I always knew my work was special. I just didn't know how to show people that. True North gave my flowers the brand they deserved — and suddenly the right clients started finding me.
Nora Lindqvist
Founder & Lead Designer, Petal & Prose
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