Petalheads
Client
Mayesh Wholesale Florist
Scope of Work
Illustration, Typography and Merchandise Design
GOALS
Human-Centered, Playful, Whimsical
OVerview
Mayesh Wholesale is a family owned, nationwide floral supplier known for providing premium fresh flowers and design-forward inspiration to florists and event professionals.
The problem
Their marketing team approached me to create an illustrated merch line celebrating their loyal, flower-loving customers. They introduced the concept of “petalheads,” a playful riff on “metalheads,” to capture the spirit of their passionate community.
The Strategy
My solution was to anthropomorphize various floral varieties, combining the human florists’ bodies with blooms for heads. This choice was anchored in the team’s vision of playful whimsy. I executed the illustration from start to finish, applying a range of color palettes before we landed on the final design.
I created custom, handwritten typography for the Petalheads wordmark, imbuing the design with a warmth and personality reflective of the tight-knit creative community that makes up Mayesh’s clientele.
