Brief: To create a visual identity for the new Tesco Flowers and Plants site. This needs to present the customer with a definite tone and feel – elegant and sophisticated, minimal and floaty.With large areas of white space to frame the offers, imagery that breaks outside the structure and a heavy focus on opacity, the design developed the floaty feel requested in the brief. Aimed at a female target audience, this cleanliness helped emphasis the well shot photography, and brought out the delicacy of the pastel shades of most of the products.

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