Jane Packer

A second attempt at Jane Packer’s flagship store in London proved to be a challenge. Not being able to visit the site and trying to remember the layout from over 4 years ago was not the easiest task. Reference photos were pulled up from the deepest depth of my hard drive, old sketch books were dusted off and ancient emails were excavated. Finally the visuals have arrived.

 

                About the brand and concept.

 

Jane Packer is revered in florist circles for being influential in contemporary arrangements, its customers believe it to be a trustworthy, long-lived brand of high quality. Many newer flower designers have gone for a more playful and vivid approach, were as Jane Packer has kept a feel of luxury and minimalism. Its branding not only focuses on this sense of quality but also a feel of romance and relationships between people.

 

                        About the interior.

 

Keeping that sense of quality and simplistic the interior is practically a concrete box. The walls have been stamped with a wood print for a classical feel. The floor polished for easy of cleaning and light reflection.

 

The ceiling has been left rough and painted black to give the impression of an ongoing void and also to accentuate the floating mirror ceiling that bends round the space. All lighting, wiring and air conditioning units are hidden behind this ceiling. The mirrored ceiling works to make the space seem bigger and divide the room to create a small preparation space at the back of the shop. 

 

Furniture in the space is inspired by classic bombe dresser with an asymmetrical angular twist. The most important product within the shop is obviously the flowers. They have been turned into centrepieces framed my massive circular frames and enlarged by an array of magnifying glasses. 

 

Have a look at these older post of the plan

(http://www.christopherwilliamcook.blogspot.jp/2011/09/new-jane-packer.html)

and some branding

(http://www.christopherwilliamcook.blogspot.jp/2011/05/jane-packer-branding.html) to help better understand the space.

 

Also be sure to check out Jane packer’s website for images of her Olympic flower bouquets (http://www.jane-packer.co.uk/).

Business cards

Branding can often be a complicated affair. Not only do you need to take into account the style and product of the client but also the client’s target audience. The ultimate goal of a simple design that is easily understood yet gives the viewer a depth of information at a glance, is notoriously difficult. Finally the icing on the cake, is the brand memorable?

 

For the particular card I wanted to create a sense of history and mystery. This is because the product, although modern, draws from hundreds of years of tradition.

Colouring and font are purposely kept simple and easy to read, the hint of an image should intrigue the viewer into having a closer look. The viewer may flip the card to see if the image is actually on the back. The image however is not on the back but within, only holding the card up to light will reveal the image.

I have blanket out address and contact details on the photos. In the future I hope to create a simple website in a similar style.

New Jane Packer

Recently I have been working on an old project that never really got finished. You can see some Jane Packer branding work here; http://christopherwilliamcook.blogspot.com/2011/05/jane-packer-branding.html.

As a new project I am attempting an interior design for her flagship store in London. The original brief required the use of Corian; a resign based material that has antibacterial and easy clean properties. The concept just like that of the branding revolves around memories and photography. The window display will have large lenses focused on flowers and outline with circular ornamental frames... you'll have to wait for the 3D visuals, I'm onto it!

 

The paper size is A0 so you will have to zoom in to see the proper resolution.

Jane Packer Branding

 Logo 1

 Logo 2

 Wrapping 1

 Wrapping 2

Memory 1 

Memory 2

Jane Packer is one of the most influential floral designers of our time. She has shops and schools in London, New York, Tokyo and Seoul. During the 2nd year of university we teamed up and allocated tasks. Our goal was to create a fitting design for Jane Packer's flagship store in London. My task was to upgrade the brand without straying far from its original concept. This was difficult as the brand already has a deep history. One of my hopes was to modernize and make the brand more accessible to a wider range of clients.

The original logo is of three tulips, I took this very literally and exchanged the tulip print with photographs (scans of tulips). The outcome is very sensual and also has a hint of botanical art. I also attempted various types of wrapping, some of the best examples are bellow, they use the original logo repeated on a black background, that suggest a very trendy simplistic approach. Finally to tie in with the interior that other members had designed I suggested the use of customer's private photos to be displayed in the shop and used as tags on gifts. Flowers are given to people during events, and hold fond memories, the use of photos of loved ones brings a personal touch to the brand expressing the designer's wish to bring happy memories through her floral art.

During the summer I plan on attempting a shop design to accommodate this branding. Keep checking the blog for when I post my design.    

http://www.jane-packer.co.uk/