The Rarified creates beautiful floral designs with a unique edge. Located in the UK, the florist was founded over a decade ago by Joanna Cairns under the name Twisted Willow. Joanna came to us with her new name in hand, ready for an updated look. We created a simple yet fashion-forward brand platform that features a handful of organic touches to add a sense of approachability. The outcome is sophisticated enough to align with the tagline of ‘Astonishing floral design’ yet welcoming to Joanna’s customers who are often stylish professionals.