Stem Theory
A florist homepage that proves its taste with one chrome bowl on acid chartreuse.
01 Lowercase wordmark. 'stem theory' in a soft book serif, all lowercase, quieter than the headline below it.
02 Weddings in the menu. A separate door for couples planning months ahead, between 'Flowers' and 'Studio'.
03 Send flowers. Magenta from the allium and orchids, filled and placed in the top corner where delivery orders start.
04 Anthurium over 'Never'. The coral spathe leans across the foot of the headline, so flowers and words share the space.
05 Chrome bowl. A low mirrored bowl reflects the red sprays and the chartreuse wall back into the scene.
06 Coral card. 'Made to feel something.' in a book serif over a plain sans link, on coral matched to the anthurium.
- Sector
- Florist studio
- Year
- 2026
- Work
- Homepage design
- Acid Chartreuse#E8E998 · Background
- Aubergine Ink#2A182A · Type
- Allium Magenta#B94BA1 · Accent
- Anthurium Coral#E5563D · Surface
- Chrome Glow#AE9F52 · In the photo
About the project
The full write-up, if you want it. About 3 minutes.
01Brief and idea
The problem, and the one idea that answers it.1 min
The brief
Most flower shops show the same roses in the same wrap, so buyers choose on price. A studio with a distinct style needs a homepage that proves the style in one look, takes a delivery order without friction, and opens a separate door for weddings and events, where the larger jobs are.
The idea
The arrangement is the headline's partner. 'Never ordinary.' is split by the flowers: the anthurium leans into the first word and the stems cross down towards the second. Acid chartreuse is a colour few florists would pick, which is the point: the page shows the studio's taste before it says anything. Hard shadows on the wall are kept in, so it reads as a real table in a real studio, and the coral card adds a softer second voice.
02The write-up
The design, decision by decision.5 chapters · 2 min
Proving taste before price
When every flower shop shows red roses in brown paper, buyers end up comparing on price. Stem Theory is imagined as a studio whose work leans towards sculpture, and its homepage design makes that difference plain in one look. Coral anthurium, dark calla lilies, a globe of allium, spotted orchids and sprays of tiny red buds rise from a low chrome bowl. Nobody would mistake it for a supermarket bunch.
A colour clash on purpose
The ground is acid chartreuse, a colour few florists would choose and the reason the page sticks in the memory. Against it sit aubergine type taken from the calla, a coral card from the anthurium and a magenta 'Send flowers' button from the allium and orchids. Hard sun throws long stem shadows across the wall and table, which keeps the scene physical. The palette is loud, yet every colour has a source.
A headline the flowers interrupt
'Never ordinary.' is set in a heavy, high-contrast serif, tightly spaced, with 'Never' in the top left and 'ordinary.' in the bottom right. The arrangement climbs between them on a diagonal. The coral anthurium leans across the foot of 'Never', covering the base of the 'e' and the 'v', and the tallest calla rises just past the 'r'. The words stay clear to read, but they share the space with the flowers rather than floating over them.
Deliveries up top, weddings in the menu
A studio like this earns on deliveries and on weddings, and the two need different routes. 'Send flowers' gets the strongest spot on the page, a filled magenta button in the top right corner. 'Weddings' sits in the menu between 'Flowers' and 'Studio', where a couple planning months ahead will look for it. The first is meant to open a shop that pays the studio directly, and the second an enquiry form feeding one inbox.
A softer second voice
A coral card in the lower left corner breaks the loudness with a quieter line in a book serif: 'Made to feel something.' Under it, 'Meet the stems' is set in a plain sans, underlined and followed by an arrow, an invitation to browse rather than buy at once. The card's colour matches the anthurium that hangs above it. On the far side, small tracked capitals beneath the final full stop name the collection, 'THE SCULPTURAL EDIT', like a caption beside a piece in a gallery.
03Type and voice
Type, colour, photography and the lines on the page.3 roles
- Display
- Heavy, high-contrast serif in aubergine, tightly spaced and split corner to corner by the arrangement.
- Supporting
- Softer book serif for the lowercase wordmark, the menu and the line on the coral card.
- Labels
- Tiny sans capitals with wide tracking, tucked under the headline's full stop.
Colour does the talking, and it clashes on purpose: chartreuse ground, aubergine type, coral card and magenta button, all pulled from the flowers. The headline is a heavy, high-contrast serif, tightly set, with a softer book serif for the lowercase wordmark and the card. Tiny tracked capitals label 'The Sculptural Edit'. One studio photograph in hard sun, so every stem casts a long shadow.
Never ordinary.
Made to feel something.
Meet the stems
Send flowers
THE SCULPTURAL EDIT
Confident with a soft centre. The headline makes a claim, the card admits that flowers are about feeling, and the buttons stay plain verbs. It sounds like a studio with opinions that still answers the phone.
04The plan
Grow: up to 6 pages, and what it includes.4 includes
Up to 6 pages, on Grow, AED 4,999 one time. What it includes:
- Customers order arrangements online, paid into the studio's own account
- A Weddings page whose enquiries land in one inbox
- Seasonal stems, prices and photos the studio updates itself
- An Arabic version, as an extra
A site like this sits on Grow. AED 4,999 one time, with a fixed quote in writing.
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