Florea
Category
Concept Project
Year
A concept project exploring how Florea, a Swedish seed company with a carefully curated selection of sustainably grown seeds, could move beyond product-focused communication into emotional brand territory. A speculative campaign concept developed just for fun.
My Role
Creative Direction
Art Direction
AI prompting
Retouch
Challange & Solution
Challange
Florea offers a thoughtfully selected range of seeds with a strong focus on quality, biodiversity and sustainable growing. The challenge was to establish an emotional territory no other actor in the category currently owns, positioning Florea not just as a seed shop, but as a keeper of something passed between generations.
Solution
Three women, three generations and three ways of relating to a seed.
The concept began as an exploration of Elsa Beskow's botanical characters; Aunt Green, Aunt Brown and Aunt Lavender, and their distinct color worlds. As the work developed, the Beskow reference became a starting point rather than a framework, and the campaign grew into the idea of three generations and three ways of relating to a seed. The colour worlds remained.
Each woman relates to the seed differently. The child plants without knowing. The woman tends what she has started. The grandmother harvests what time has given her.
The campaign works on two levels: three generations passing something forward, or one woman at three different points in her life.
