A Romance Bookstore Blooming in Los Angeles
The Fleuria is a curated romance bookstore nestled in the heart of Los Angeles. Inspired by the idea that love stories deserve a space as beautiful as the stories themselves, The Fleuria brings readers into a dreamy, inclusive environment filled with books, blooms, and charm. The store celebrates all kinds of love—queer, messy, slow-burn, second-chance, and everything in between.
As a brand-new independent bookstore launching in a highly visual, trend-aware city like LA, The Fleuria needed a complete brand identity that would reflect its whimsical, romantic atmosphere while standing out in a competitive market. The brand had to resonate deeply with millennial and Gen Z readers, create a sense of nostalgia and magic, and translate seamlessly across storefront signage, packaging, merchandise, and digital platforms.
I was brought on to lead the branding and design across all touchpoints, from foundational identity elements to customer-facing collateral. This included designing the logo, choosing the color and typography system, creating custom illustrations, and building out the merchandise and packaging experience. Every element needed to reflect the heart of the store and its community-focused, story-driven mission.
The branding for The Fleuria was developed as a purposeful departure from the expected romance bookstore aesthetic. we wanted to give a nod to the romance genre, use books and hearts without being too predictable. our branding came across as elegant, playful, and full of heart, with an obvious nod to the love and intentionality that fuel a romance bookstore (and its future book truck).
