Flora by Carasso Real Estate is a community-based residential project on the seam between Kiryat Shalom and the Shapira neighbourhood in south Tel Aviv. The project will include 93 units in 4 buildings with 9 floors.
From our research and mapping we conducted, two main findings emerged; One was the project’s physical proximity to green spaces such as a nearby park and the botanical garden, and the other was the neighbourhood’s pleasant down to earth character.
In the name “Flora” we found the perfect combination of the two – Flora can also be the first name of an older female character from the neighbourhood, and also be a title for the natural vegetation that grows in a certain place.
The graphic language is based on a blow-up of graphic illustrations of different flowers & plants, alongside a dominant and large typography. The blow-up and the flat graphics creates a game on the seam between an identifiable illustration and the stage where things turn to abstract surfaces of colour.
The use of large headlines, and a dominant headline font (‘Arfilit’, by Ha’Fontia), in combination with the chosen colour palette, fit the brand’s values; Authenticity, urbanism, and straightforwardness.
From our research and mapping we conducted, two main findings emerged; One was the project’s physical proximity to green spaces such as a nearby park and the botanical garden
In the name “Flora” we found the perfect combination
Flora can also be the first name of an older female
and also be a title for the natural vegetation that grows
The graphic language is based on a blow-up of graphic illustrations of different flowers & plants, alongside a dominant and large typography
The use of large headlines, and a dominant headline font (‘Arfilit’, by Ha’Fontia), in combination with the chosen colour palette, fit the brand’s values; Authenticity, urbanism, and straightforwardness.
