About Torchio Nursery
Torchio Nursery is a locally owned and operated independent florist in the historic San Francisco Flower Market. They pride themselves on supplying beautiful, fresh, stunningly arranged flowers, sourced from local and domestic farms.
Torchio serves both private and wholesale customers, shipping high-quality cut flowers nationwide. They stock a wide variety of flowers ranging from traditional, classy roses to eye-catching exotic blooms.
Solving the client’s need
Torchio requested a custom holiday card design as part of their 2016 strategy to thank loyal and returning customers. They wanted something simple without being plain, and as elegant as their high-end flower arrangements.
Given that Torchio is a nursery, I added flower motifs, and poinsettias were the most appropriate choice given the season. Once I found two suitable stock illustrations, I added them to my design file.
The client and I kept the promotional messaging to a minimum and instead focused on a genuine and warm holiday greeting. I added contact information on the back of the outside of the card – this is a branding opportunity, after all – but otherwise drew the attention away from promotions.
For a luxury feel, I printed the final artwork on a premium, heavy stock with a matte finish and a subtle cream-white color.
