To compliment the Chelsea Flower Show, underscore were tasked with creating the identity and brand theme for ‘Chelsea in Bloom’ which sees selected retailers across Chelsea and Knightsbridge compete for the coveted floral crown with a display of breathtaking displays.
This year’s theme is Oriental Chic, drawing on classic eastern influence and timeless style, although our identity concept has been created for long term – using the stem of the ‘l’ as a flower stem gives the opportunity to add flowers specific to the theme year on year. This year, due to the oriental theme, the flower incorporated into the identity is an orchid.
Information will be passed onto the local audience via flyers, floor decals and large displays within Duke of York Square and a large branded inflatable structure within Sloane Square, which is the info point for this year’s event. For more information visit chelsea in bloom or take a tube to Sloane Square and go from there!