Pauline Nader's urban flower farm is located in the Roxborough neighborhood of Philadelphia. Their fresh-cut flower bunches are a mix of native and wildflowers, creating beautiful arrangements. The owner, Meg, desired a logo that would be suitable for tags, signage, and a farm sign crafted by a local artisan.

One of the standout features of Pauline Nader's business model is their focus on hyper-local flowers. These flowers serve as a buffet for local pollinators. During the discovery phase, the terms "local" and "new retro" were frequently mentioned. Therefore, my initial concepts incorporated a modern, hand-drawn style with a vintage flair.