Copywriting & tone of voice
Photography Birgit Sterckx
Tilly’s is the powerful 2.0 of Tilly’s bouquet. With a passion for beauty, Mathilde is a woman that radiates calm, perhaps because that is what inspires her most as she orchestrates her floral arrangements.
Mathilde asked us to translate her perception of beauty and a sense of tranquillity into an identity that would reflect her sensibilities and aesthetic without battling for attention. The floral arrangements undoubtedly will still be the stars of the show.
Throughout the identity we play with the contrast between silence and wilderness in nature. Using this as a foundation and inspiration from her own compositions, we created a bunch of imperfect illustrations, that are used individually or as a pattern. We opted for a bold and feminine colour scheme with diverse application that allows the arrangements to take centre stage. Tender taglines support the overall message and feeling of the brand while adding a perfume of their own. The logo itself is sophisticated but certainly not frivolous, which is true of the brand as a whole.