Socio neatly combine cultural influences in their identity for Dubai florist Fine Blooms

Dubai-based florist Fine Blooms is led by a commitment to seasonality and the belief that flowers have the power to infuse any space with positivity, colour and energy. Led by the expertise of creative director Chloe Szukilojc, they utilise deep roots in both European and Arabian cultures to produce dramatic, sculptural and maximalist floral creations; resulting in global recognition and a string of high profile commissions from Harper’s Bazaar and Esquire since launching at Dubai Design Week 2018. Aiming to capitalise on their rise to prominence, Fine Blooms commissioned experienced London-based agency Socio to unify their brand across digital, print, packaging and retail. The result is an identity system that champions Fine Blooms’ masterful floristry with innate tactility, balancing overtly classic elements such as serif typography, luxurious print finishes and a black and white palette with rich, immersive imagery. The serif typeface in question is English 1766, a contemporary reimagining of Caslon by A2-Type. Found by Socio following a lunchtime studio visit to William Caslon’s family grave on London’s Old Street, the typeface is perfectly reflective of Fine Blooms’ creations in that it balances traditional roots with undoubted modernity.