Flowwow Rebrands: New Logo and Illustrations by Shchuka

Contents:

• Marketplace of all joys
• Gardens and AI
• Internet users condemned

At the Sreda-2024 New Design Festival, Shchuka's project for the flower and gift marketplace Flowwow won gold in the "Use of AI and Neural Networks in Branding" category. The team developed a unique "virtual art director," creating a prompt that generates illustrations in line with the brand's signature aesthetic. This approach demonstrates innovative methods for integrating artificial intelligence into branding and visual communication processes, significantly increasing marketing effectiveness and product appeal to the target audience.

In this article, we will discuss how Shchuka visualized emotions through graphics and what questions a niche design audience has regarding AI illustrations. We will examine approaches used to convey feelings through graphic elements and discuss the influence of artificial intelligence on the illustration process. Discussing these topics is important for understanding contemporary design trends and the role of technology in artistic expression.

Marketplace for All Joys

Flowwow was founded in 2014 and was one of the first projects to digitalize the bouquet purchasing and delivery market. The platform offers local shops and flower stalls the opportunity to connect to the service, allowing them to sell flowers not only to local buyers but also to expand their audience to other cities and even the international market. Flowwow facilitates business development by providing effective tools for online sales and increasing the visibility of local shops on the global network.

By 2023, Flowwow has evolved from a flower marketplace into a multifunctional platform. Our assortment includes not only flowers, but also cakes, coffee, jewelry, candles, cosmetics, tableware, and other gifts that help express love and appreciation. Flowwow offers a variety of products, allowing everyone to choose the perfect gift for their loved ones. We strive to meet all customer needs by offering quality products and a convenient shopping experience.

In October 2024, the company announced a rebranding, unveiling a new logo and beginning a phased update to the visual style of its products and communications. The rebranding aims to improve brand recognition and attract new audiences, as well as create a more modern and attractive image of the company. The updated visual style will reflect the company's values ​​and mission, which will allow it to better interact with customers and partners.

The Flowwow flower has acquired new qualities: it has become softer, more flexible, and more versatile. Now we can transform it into a cake, a surprise box, or even a crown, depending on the mood and context. This opens up many possibilities for creative design and unique gifts.

The new logo symbolizes our multi-category nature and reflects our desire to create a platform where every user can find something unique and special for themselves. We focus on variety and a wide choice to meet the needs of all our customers.

The Flowwow rebranding is a strategic move aimed at updating our image and strengthening our position in the market. The main goal of the rebranding is to create a more modern and attractive visual style that will correspond to current trends and customer expectations. As part of the rebranding, the logo, color palette, and fonts will be updated to enhance brand perception. A revised communications strategy is also planned to better communicate the values ​​and benefits of Flowwow's services. This update will not only help attract new customers but also strengthen the loyalty of existing users, creating a more vibrant and memorable impression of the company. The rebranding will be an important milestone in the development of Flowwow and will allow us to compete effectively in a rapidly changing market.

With the transition to softer graphics in the design of the sign, the main color of the brand has also changed - orange has become less bright. Now the coral shade embodies the harmony between energy and comfort, standing out favorably against the background of the usual red tones in the e-commerce sphere. This color creates a comfortable atmosphere that helps attract and retain customers, which is an important aspect of successful e-commerce.

Read also:

Color plays an important role in our lives and surroundings. It can evoke emotions, influence mood and perception of the world around us. Colors can be associated with certain feelings and states: warm hues like red and orange are most often associated with energy and warmth, while cool colors like blue and green evoke feelings of calm and tranquility.

Color also plays a significant role in design and marketing. Choosing the right color palette can attract consumer attention and enhance brand perception. For example, many companies use red to encourage purchases, while blue is often associated with reliability and professionalism.

Furthermore, color can influence health and well-being. Research shows that certain colors can improve concentration, reduce stress, and even promote faster healing. For example, green, a color found in nature, promotes relaxation and restores energy.

In art, color is an important tool of expression. Artists use color to convey mood and emotion, creating paintings that leave a deep impression on the viewer.

Therefore, color is more than just a visual element. It imbues our lives with meaning, aids in communication, and influences our perception of the world around us. Understanding the power of color can enrich our experiences and improve our quality of life.

The theme of gift-giving evokes positive emotions and associations with joy and celebration. Giving and receiving gifts are processes filled with magic. Each of us remembers moments of anticipation of a surprise or the joyful reactions of loved ones. We eagerly await the opening of a box or strive to give something special. These vibrant emotions formed the basis for our rebranding, reflecting the importance of gifts in people's lives and their ability to create unforgettable moments.

Our marketplace serves an important function: many users order gifts for friends and loved ones living far away. It's important for them to convey their care and warmth, despite the distance. We offer a wide range of products that will help express your feelings and make a gift special, regardless of the recipient's location.

Our mission is to bring joy. We understand that choosing a gift is not just a process, but a special moment that requires attention and care. We strive to create a comfortable atmosphere for our customers so they can enjoy the process, slow down, and reflect. A gift is not only the object itself, but also the emotions it evokes. We believe that every fairy tale takes time, and that's why we are here to help you make the right choice.

Daria Buchakova is the Design Director at Flowwow, a flower and gift marketplace. Her responsibilities include creating and managing visual content that helps shape the company's unique image. Under her leadership, the design team develops attractive and functional user experiences, driving sales and increasing customer loyalty. Flowwow offers a wide range of flowers and gifts, and Daria Buchakova's professional approach helps the company stand out in the marketplace.

Gardens and AI

Flowwow's idea and goal of "giving what brings joy" was symbolically expressed through the image of an ideal blooming garden in an imaginary world. This image personifies the harmony, beauty, and joy that gifts created with love and attention bring.

Find out more:

The Sreda Festival has announced the winners.

Shchuka creates fantasy garden-worlds filled with many details, elements, and characters that are distinguished by lightness and illusion. The aesthetic of this project blends the styles of Rousseau, Monet, Renoir, Liljefors, and contemporary children's book illustrators, but all the artwork is not human-created. This unique approach creates an atmosphere where every element of the world sparks interest and inspiration, immersing the viewer in a captivating reality.

We developed a prompt for artificial intelligence and, through numerous attempts, created a library of reference images. We then refined the prompt, allowing us to maintain a consistent style across diverse subjects. Our work demonstrates the effectiveness of AI in visual content creation, ensuring high-quality and original images.

We developed a unique environment that allows for the addition of new elements, development, and maintenance. Our goal was to create a sense of infinity, so we implemented a custom prompt instead of a fixed number of illustrations. Artificial intelligence has become our assistant in shaping abstract sensations and ideas about the ideal world, and has also added a virtual art director to the Flowwow team, allowing us to create truly unique content.

The Sreda-2024 Festival is a unique event that brings together diverse forms of art and culture. The festival's main goal is to create a platform for the exchange of ideas and inspiration between artists, musicians, and audiences. The festival will feature art exhibitions, musical performances, theatrical productions, and master classes, allowing participants to immerse themselves in an atmosphere of creativity and self-expression.

The Sreda-2024 Festival will be a place where contemporary art meets tradition, and innovative ideas are given the opportunity to be realized. We invite everyone to attend this landmark event to enjoy the richness of cultural diversity and discover new horizons in the world of art. Support us at the Sreda-2024 festival to create an atmosphere of creativity and inspiration together.

Adding fairytale worlds inspired by the works of Henri Rousseau to the visual language of Flowwow was a concept developed by the Shuka brand bureau. This idea is aimed at creating unique and memorable visual content that will highlight the brand's originality and attract the attention of the target audience.

From the very beginning, we established a strong connection with the team. We shared views on change, values, and approaches to work. This similar mindset was crucial, as we recognized that rebranding is a lengthy process that can cause fatigue among those involved. Key aspects included not only a contract but also mutual understanding and the shared goals that united us in this endeavor.

The atmosphere of Flowwow's magical worlds, which we embody in packaging, merchandise, and digital communications, is an essential aspect of our design work. The physical manifestation of this atmosphere allows us to go beyond the screen and interact with the products in real life. This creates a unique experience for our clients, making the brand more memorable and appealing. We strive to ensure that every design element not only pleases the eye but also evokes emotion, leaving a lasting impression.

We designed the first advent calendar in the new identity as a New Year's gift for our partners. Recipients say it's a truly amazing solution.

Daria Buchakova is the Design Director at Flowwow, a flower and gift marketplace. In her role, she is responsible for developing and implementing creative solutions that help differentiate the platform from competitors. Thanks to her experience and unique approach to design, Flowwow offers clients an intuitive interface and attractive visual aesthetic. Under Daria's leadership, the team strives to create a memorable user experience that drives sales and attracts new customers to the platform.

Internet users condemned

Generated design in visual communications is becoming increasingly common. Many companies are actively using artificial intelligence to create unique corporate photo styles, patterns, and graphic elements. This allows brands to stand out in the market by streamlining the visual content development process and improving its quality. The use of AI in design not only accelerates workflows but also opens up new horizons for creativity and individuality. The AI-based illustrative style developed by Shchuka became the subject of active discussion after the bureau published a news story about the Flowwow rebranding on its LinkedIn account. Interest in this style demonstrates the growing role of artificial intelligence in design and marketing, and underscores the importance of visual identity for brands. The discussion generated by this news highlights how new technologies can influence brand perception and strategy in the marketplace.

Three key themes stood out in the comments.

• Delight and praise for the bureau’s work.

• Criticism of the quality of AI illustrations.

The content created with the help of artificial intelligence is more of a mood board, than the finished product. The color palette is successful, but the number of visual elements is excessive. For example, four different species of birds do not harmonize with each other in style and form. Similar inconsistencies are also observed in the foliage and the overall palette. More careful elaboration of the design elements is necessary to achieve a unified style and improve the perception of the final product.

If you are reading this and planning to implement something similar in your project, I strongly recommend consulting a professional illustrator. A specialist will be able to identify inconsistencies and create high-quality visual content that aligns with your concept and goals. A professional illustrator will ensure a harmonious perception of your project and increase its appeal.

The current result does not inspire much enthusiasm. Professional animators and experienced illustrators could create a higher quality and more attractive work.

Ambivalent feelings. On the one hand, the illustrations and design made a positive first impression on me. The creation of an infinitely vast visual world using artificial intelligence seems justified and relevant. This technology opens up amazing possibilities, and its potential is impossible to ignore. The fantasy blur and smooth color transitions successfully disguise the inconsistencies in the illustrations. However, I find the concept lacking in originality and uniqueness. I'm sure more could have been done to make this project stand out from other AI-generated projects. At the same time, I will miss the days when such illustrative worlds were created by hand – from the first sketch to the final drawing.

• Reminders that using AI is unethical because the technology steals the work of real talented people, and generating images is a waste of environmental resources.

The problem is truly serious, as such results are impossible to achieve without the significant work of modern professional illustrators. Unfortunately, none of them will receive compensation for the projects made possible by their contributions. From a branding perspective, this is an excellent example: it is consistent and well-executed. This raises legitimate concerns for the future of professional illustrators and others. In the context of rapidly advancing technology, it is important to preserve the value of creativity and professionalism in the field of illustration.

I recognize the popularity of artificial intelligence and its impact on creative processes. I understand that the costs of human labor are higher than those of using neural networks. However, I believe it is important to preserve the uniqueness and character of human-created visualizations. A human approach to creativity adds a special value and depth that is difficult to replicate with technology.

"I wish artificial intelligence would start producing cakes, candles, cosmetics, and jewelry to replace your work."

Do you have ethical data-use practices for training neural networks? Is artist work used without consent?

People play a key role in our philosophy. As a team, we are focused on achieving results and adhere to the principles of empathy. Unfortunately, I am disappointed by your decision to focus on technical aspects, ignoring the importance of the human factor.

The ethical and controversial nature of using artificial intelligence in the Shchuka project instead of paying professional illustrators raises important questions about the boundaries of creative work and the impact of technology on creative professions. The bureau's founder, Ivan Velichko, expressed his opinion on this matter on his Telegram channel. The use of AI in art can spark discussions about the quality, originality, and value of work. It's important to recognize that technology can be a tool, but not a substitute for human talent and creativity.

Our work has artistic value and is the result of human labor. Nastya Butrym breathed life into the AI ​​tool, Vanya Vasin recalled his artistic origins, drawing on the works of Henri Rousseau, known as "The Customs Officer." Kostya Frolov analyzed numerous unsuccessful results from Midjourney. Ultimately, the final proposal was refined by Dima Okulich-Kazarin, who became famous at Shchukin for taking vacations exclusively to paint. Our project demonstrates a synthesis of traditional art and modern technology, which makes it unique and relevant in the context of current art trends.

I disagree with the opinion that the result looks pleasing because of its "humanity." In my opinion, this clearly demonstrates the instrumental nature, and it is obvious that the images are created using generation, not hand-drawn. It's reminiscent of good digital art, which always leaves the viewer with a hint that the work was done in programs like Procreate and not painted with oils.

The project client approved the generated design and accepted the concept of the work based on Shchuka's prompt, refusing to order illustration packages. This decision highlights the importance of a customized approach to content creation and workflow optimization. Using prompts allows for more efficient adaptation of visual solutions to the unique requirements of the project, which in turn can lead to better results and higher quality of the final product. This approach also saves time and resources, which is crucial in today's environment.

We use artificial intelligence because it seamlessly integrates into our strategy, which is based on technology and localization. Flowwow covers all of Russia, collaborating with entrepreneurs and clients from various regions. We are constantly improving our platform to ensure a high level of service. Artificial intelligence is a vital complement to this process, allowing us to optimize collaboration and increase efficiency.

The key specialists responsible for transforming the results of artificial intelligence into finished products are the Flowwow design team and the Shchuki studio.

We are a brand that embodies love and care. This applies not only to our clients but also to our team. Rebranding is a complex process that requires significant effort and resources, especially for meticulous attention to detail. The use of artificial intelligence tools has enabled our designers to optimize their workflows while maintaining high-quality results. We strive to create a unique image that reflects our values ​​and attracts the attention of our target audience.

The debate about the ethical use of various tools harks back to the era of programs like Photoshop and other similar solutions, which were previously questionable. Today, these tools have become an integral part of professional work. It is important to understand that with the development of technology, new challenges and moral questions arise that require a thoughtful approach to their use. Ethical standards must adapt to modern realities, while the tools themselves continue to evolve and be implemented in various fields of work.

Daria Buchakova is a professional in her field, possessing significant experience and knowledge. She is actively involved in the development and implementation of projects, always striving for high-quality results. Daria pays attention to detail, which allows her to find effective solutions to complex problems. Her approach to work is based on continuous learning and skill development, which makes her a valuable specialist. Using her experience, Daria helps clients achieve their goals and realize ambitious ideas.

This case demonstrated that the discussion of the role of artificial intelligence in design continues to evolve. Rather than eccentric claims about AI taking jobs, more rational questions are taking center stage. It is important to understand how to use this tool correctly and where the line is drawn between borrowing someone else's creativity and being inspired by it.

Our project team consists of highly qualified specialists, each of whom makes a unique contribution to the common cause. We combine experience, skills, and creativity to achieve the set goals and ensure the successful implementation of the project. Our team actively collaborates, shares ideas, and is focused on results. We strive for continuous development and improvement, which allows us to effectively cope with any challenges. Each member of our team plays an important role in achieving success, and together we create innovative solutions that meet the highest quality standards.

• Anastasia Butrym, Creative and Strategic Director, Author of the Generative Principle | Shchuka
• Ivan Vasin, Creative Director, Author of the Concept | Shchuka
• Konstantin Frolov, Art Director | Shchuka
• Dmitry Okulich-Kazarin, Senior Designer, Illustrator, Graphics Curator | Shchuka
• Natalia Radnaeva, Designer | Shchuka
• Victoria Meshchaninova, Designer | Shchuka
• Maria Orlova, Client Service Director | Shchuka
• Ksenia Kalinina, Senior Project Manager | Shchuka
• Narek Vatinyan, Project Manager | Shchuka
• Vasily Kolesnik, Content Director | Shchuka
• Katerina Shcherbakova, Senior Content Producer | Shchuka

• Daria Buchakova, Design Director | Flowwow
• Anastasia Ivanova, Brand Design Leader | Flowwow
• Renata Mikhailova, Brand Manager | Flowwow
• Irina Tatarinova, Brand Director | Flowwow
• Daria Oreshko, PR Director | Flowwow
• Anastasia Dalmatova, Leading PR Manager | Flowwow
• Alexander Filatov, Media Design Leader | Flowwow
• Amir Shakirov, Product Communications Design Leader | Flowwow
• Veronica Becker, Digital Design Leader | Flowwow
• Ekaterina Polishchuk, Banner Making Leader | Flowwow

Read also:

• 15 Best Design Projects of Autumn: Editor's Choice
• No Unicorns or Frills. Identity for the Kolomenskoye Museum-Reserve and the Izmailovo Estate
• Portal, Firebird, Light. The First Rural Biennial of Contemporary Art
• Neural Network for Design: How to Learn to Work with the New Tool

Learn more about design by subscribing to our Telegram channel. Here you will find relevant materials, tips, and inspiration for your creative process. Join a community of like-minded people and stay up to date with the latest trends in the world of design.