Flower & Garden Show 2018

A Budding Partnership

When our long-time client, the Chicago Flower & Garden Show, decided to partner with Bernie’s Book Bank, a local organization dedicated to promoting childhood book ownership, we pushed ourselves to develop a 2018 theme that would marry the two organizations’ missions into one unified event: using gardening as a way of telling and experiencing stories.

 

Grain-Free Kitchfix Waffles

FGS_BMSD_Tulip

 

 

We immersed ourselves in literary inspiration, from nostalgic children’s tales to the classics we all hold dear, searching for the perfect name to convey the essence of the books-meets-blooms event. Dissatisfied with what we found, we made up our own word to capture the special blend of storytelling and horticulture: Flowertales. The tagline, “Every Garden Has a Story to Tell,” brings the concept home, setting the tone for all of this year’s advertising and marketing.

 

Plucked from the Pages

With a name as unique as Flowertales, we infused the look with all the whimsy and charm one would expect from a fairytale garden. A floral photoshoot provided us with all the beautiful blooms we needed to put the “flower” in Flowertales, and torn paper edges in a rainbow of rich hues added texture and depth. We gave the playful name a fanciful treatment with a custom typeface that looks straight from the cover of an antique storybook.

 

 

The Next Chapter

Over the course of the Chicago Flower & Garden Show’s five-day event, the halls of Navy Pier were filled with plant lovers taking in gardens overflowing with blooms and beloved stories. The show was so well-received, we’ve already begun writing the next chapter of the Flowertales story.