Working with CreativeSpark was an absolute dream. The entire process was smooth, professional, and genuinely exciting. They helped us refresh Frog’s identity—elevating our logo, refining our brand toolkit, and creating a brand-new website and e-commerce platform that truly reflects who we are. I couldn’t be happier with the result. The team walked us through everything step by step—no stress, no jargon, just real support and enthusiasm from start to finish.
Frog Flowers
Rediscover Joy
Founded by French artist David Jayet-Laraffe in Manchester’s Northern Quarter, Frog has earned a cult following for its joyful, art-led approach to flowers. Whether designing large-scale installations for big brands or teaching beginners the basics of bouquet-making, every creation bursts with raw, expressive energy. But after years of growth, including a partnership with Selfridges, the brand had started to feel too polished and too commercial. Frog approached Creative Spark with a clear mission: to reclaim its creative roots and evolve its identity by reinstating the personality and artistic passion the brand was founded on.
Dancing the line between floristry and fine art
Before coming to us, Frog had already worked with another brilliant Manchester agency to lay the strategic groundwork. These brand foundations were strong – clearly capturing the essence of Frog’s vision and values. Our role was to evolve this work, building on it creatively to help the brand bloom in new and expressive ways.
To do justice to this spirit, we began with a deep dive into the brand. Through a kick-off meeting, competitor research, an audit of current marketing materials and exploration of the founder’s artistic inspirations, we uncovered the emotional core of the business: joy, and their natural approach to floral design.
Evolving the identity
The aim was evolution, not revolution. Frog’s original logo had character but lacked flexibility. We introduced a new lozenge device, a subtle badge that frames the logo and gives it structure. This element brings consistency across print and digital touchpoints while preserving the organic charm of the original.
We defined a loose, doodle-like illustration style that feels instinctive and handmade, using charcoal and crayon textures to reinforce the brand’s natural edge. A new colour palette moves away from corporate navy, instead embracing softer, more earthy tones with pops of colour. The typography has also been refreshed – confident and clean, but never sterile.
Crafting a new voice
Words matter, and Frog needed a voice that matched its visual identity. Working closely with a copywriter, we developed a new tone of voice. The voice is artistic and instinctive, with poetic flashes and grounded warmth. Headlines feel hand-picked and personal, just like their bouquets.
Whether it’s a product description, workshop invitation or homepage strapline, the language now blooms with joyful, authentic personality.
A website built for beauty
As part of the rebrand, we designed and built a new Shopify ecommerce website that brings Frog’s vision to life online.
From discovery through to launch, we shaped a digital experience that is as intuitive as it is inspiring. The site combines elevated campaign photography with low-fi, behind-the-scenes moments, showing the creative process in action and making the studio feel accessible and real.
We supported Frog every step of the way – from technical setup and theme selection to customisation, content population and user testing. The final site is flexible, futureproof and deeply rooted in Frog’s refreshed identity.
Setting the scene through photography
To guide ongoing photography efforts, we developed a detailed style guide covering lighting, composition and prop styling. Inspired by both global floral and fashion brands, the guide offers clear direction on how to shoot bouquets, styling setups and campaign imagery in a way that feels consistent but never overly polished.
The emphasis is on light, texture and authenticity. Think soft shadows, natural light and compositions that let the flowers breathe.
Illustration as expression
To give Frog a flexible set of brand assets, we created a bank of eight bespoke illustrations. These raw, single-colour drawings add playfulness and texture to printed and digital materials – whether it’s a hand-drawn stem on a postcard or a floral sketch in an email footer.
Each illustration was crafted to feel loose, expressive and joyfully imperfect, just like the work Frog puts out into the world.
A brand that’s blooming again
With its evolved identity, website and tone of voice, Frog Flowers is once again thriving in its own creative lane. The new brand feels instinctive, expressive and full of life.
It’s not about chasing trends or fitting in. It’s about embracing what makes Frog unique and turning that into a brand that blooms on its own terms.
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