Nadia & Roberta of FioreUrbano recently commissioned me to create 2 illustration postcards for their new flower company in Milan.
Their new flowery venture is a subscription service for seasonal bouquets delivered by bicycle around the city of Milan. Nadia & Roberta personally select their flowers & foliage from flower farms on the outskirts of Milan and hand craft the bouquets for their clients.
But before I picked up my pencil & started drawing, we had a long chat on Skype so we could get to know each other and talk in depth about the ethos of their company, their aesthetic and mood, and overall purpose and message they wanted the illustrations to convey.
I wrote a few notes-
– 1 gift card illustration- floral, leafy and colourful, decorative piece of art, for keepsake, to be part of the gift.
– 1 promo card- mini story board illustration- neutral with a hint of colour, portraying the organic process of flower farm to clients table (involving bicycle delivery!) To explain the story of what FioreUrbano does and their passion for bringing seasonal flowers back into everyday life.
Flowers, Words & Phrases :
‘Rhythm of nature’
‘From flower farm to table’
‘The act of caring for flowers, for nature’
‘A piece of nature on your table’
‘Flowers for everyday life’
‘Taking time out for the art of arranging flowers’
‘My gift to you is a hint of nature’
Delivered by bicycle
Locally grown flowers around Milano
Simplicity & affordable flower subscription
And I created this little image board with some of the pictures Roberta & Nadia sent me for inspiration and insight into their floral style.
Then I started sketching-
I drafted the gift postcard illustration on my ipad first but I decided it’d be best to create with ink and watercolours to achieve the texture and depth for the ‘piece of art’ keepsake for their customers.
Here’s the original painting..
Here’s the final piece after scanning and editing. (I use an Epson V370 scanner and Photoshop.)
The promo card.. well I got a little sketch happy with this one as you can see in my initial sketches! They needed to be a lot simpler for the story of FioreUrbano to be clear and the actual illustrations to fit on the small print surface of a postcard. So I had to strip the drawings back a lot but I wonder if thats the best way for me to work? (To create chaotically and then tidy it up… starting out tidy doesn’t feel like a natural way of creating for me!)
Flower Bike Illustration in progress…
Flower field patch..
Working on this project with Nadia & Roberta was so fun and rewarding. From our very first conversation I knew we clicked when they spoke words like ‘a piece of nature on the table’ ‘ my gift to you is a hint of nature’. It’s so lovely to be work with someone who you have a shared passion for flowers and nature. It was really exciting to have been chosen to help Nadia & Roberta tell their purpose and process through a story of visuals. I’m so excited to see their new company grow and bloom 🌸
If you’d like to support Nadia & Roberta I recommend you follow their journey on instagram.