Social media
THEATRE GARDEN is a premium flower boutique in Moscow built around the idea of a floral theater, where nature becomes the main character and each composition tells its own story. The brand works with flowers as an emotional and artistic material: combining seasonal plants, unusual textures, expressive color solutions, and unconventional forms. Floral compositions are created as small performances — with their own atmosphere, character, and mood. THEATRE GARDEN connects floristry, art, and theatrical aesthetics, turning the process of choosing and receiving flowers into a complete visual and emotional experience.
CSG's task was to develop a cohesive visual system for a premium flower boutique and convey through it the concept of THEATRE GARDEN — a "flower theater." It was necessary to create a logo and monogram, shape the color and font system, develop identity elements, and consider their application on physical and digital media. A separate focus was the development of printed materials and social media visual design so that the brand maintains a unified character across all touchpoints with the audience.
For THEATRE GARDEN, we developed several logo versions and a branded TG monogram. The main logo is complemented by a decorative symbol that visually references both a theater chandelier, botanical motifs, and classical ornamental aesthetics. It became one of the central elements of the corporate identity. The monogram is used as a more compact mark on small media, packaging, ribbons, cards, and digital materials.
The corporate identity concept is built around theatrical aesthetics: decorativeness, expressive contrasts, intricate details, and the feeling of a small performance. The palette was based on rich wine and red shades combined with a cool light-mint color. This contrast made the visual system recognizable and allowed for the connection of theatrical drama with the freshness of floristry. Typography supports the brand's premium character: an expressive display font is used in key communications, while more neutral typography ensures the system's functionality.
We developed a system of additional graphic elements that allows the corporate identity to scale across different formats. It includes decorative graphics, ornamental elements, branded patterns, a monogram, and graphic compositions based on logo elements. The system makes it possible to create materials with different moods — from minimalist to more decorative — while maintaining THEATRE GARDEN's recognizability.
The corporate identity was adapted for the brand's physical touchpoints. We designed packaging for bouquets and arrangements, branded bags, boxes, envelopes, postcards, cards, labels, ribbons, and additional materials. Special attention was given to the details that accompany the product itself: branded ribbons, decorative keys and hangers, monograms, and a color combination system. As a result, packaging became an extension of the floral composition and a full part of THEATRE GARDEN's customer experience.
