LÖV Flowers

Built and scaled LÖV Flowers from idea to operational e-commerce brand, leading product strategy, UX and service design, brand positioning, marketing strategy, and growth execution as Founder & CEO.

LÖV Flowers

Built and scaled LÖV Flowers from idea to operational e-commerce brand, leading product strategy, UX and service design, brand positioning, marketing strategy, and growth execution as Founder & CEO.

Role

CEO, Founder, Brand design, marketing strategy, service design, UX/UI, product & content strategy

Duration

2019 – 2025

View website

Role

CEO, Founder, Brand design, marketing strategy, service design, UX/UI, product & content strategy

Duration

2019 – 2025

View website

About LÖV

LÖV Flowers is a UK-based flower delivery service, with the goal of bringing the charm of local flower shops online, allowing people to order flowers from the comfort of their home. The business focused on creating a joyful, intuitive shopping experience rooted in Scandinavian aesthetics and eco-conscious values.

About LÖV

LÖV Flowers is a UK-based flower delivery service, with the goal of bringing the charm of local flower shops online, allowing people to order flowers from the comfort of their home. The business focused on creating a joyful, intuitive shopping experience rooted in Scandinavian aesthetics and eco-conscious values.

Problem & Opportunity

After several years in florist shops, I identified a gap: high-quality flowers were available in-store, but rarely online. By building a digital-first brand without retail overhead, I delivered A1-grade British flowers nationwide at a more competitive price. Launching during COVID-19 enabled me to bring the standards of a local florist into a scalable e-commerce model.

Problem & Opportunity

After several years in florist shops, I identified a gap: high-quality flowers were available in-store, but rarely online. By building a digital-first brand without retail overhead, I delivered A1-grade British flowers nationwide at a more competitive price. Launching during COVID-19 enabled me to bring the standards of a local florist into a scalable e-commerce model.

The Scope

As founder and CEO, I built the business from the ground up, leading visual identity, digital design, and service flow. Using a Shopify theme as a foundation, I customised the experience, integrated third-party tools, and mapped the end-to-end customer journey from discovery to delivery. I also produced all website content, imagery, and marketing assets, implementing SEO and analytics to create a cohesive, conversion-focused experience.

The Scope

As founder and CEO, I built the business from the ground up, leading visual identity, digital design, and service flow. Using a Shopify theme as a foundation, I customised the experience, integrated third-party tools, and mapped the end-to-end customer journey from discovery to delivery. I also produced all website content, imagery, and marketing assets, implementing SEO and analytics to create a cohesive, conversion-focused experience.

Persona: Sophie

Sophie, 32, is a freelance graphic designer living in Bristol. She values thoughtful gifting, seasonal living, and the small moments that bring beauty to everyday life. For her, flowers are a simple, meaningful way to express care and create a calming home environment.

She’s drawn to modern, trustworthy brands with strong design and clear values. But she’s often let down by impersonal delivery services, bouquets that don’t match the photos, cluttered websites, and brands that feel more like greenwashing than genuine sustainability.

Branding Design

The first version of LÖV Flowers leaned into a soft, Nordic-inspired aesthetic, with muted greens, delicate florals, and a calm, nature-focused tone. Initially, the company was created as a wedding and event florist, with a purely informational website showcasing my floral work and offering a simple booking form. As the business evolved, the direction shifted toward e-commerce, allowing customers to browse and order flowers directly online.

Branding Design

The first version of LÖV Flowers leaned into a soft, Nordic-inspired aesthetic, with muted greens, delicate florals, and a calm, nature-focused tone. Initially, the company was created as a wedding and event florist, with a purely informational website showcasing my floral work and offering a simple booking form. As the business evolved, the direction shifted toward e-commerce, allowing customers to browse and order flowers directly online.

Iterate

Since the purpose of the business shifted from a service-based florist to a full e-commerce offering, the visual design also needed to evolve. The muted look lacked visual impact for selling and the user feedback and sales data showed a need for stronger contrast and clearer calls to action.

User feedback and early behaviour showed that customers needed clearer calls to action and more visual contrast to navigate and purchase with ease. I introduced stronger accent colours, including a bold purple, and refined the layout to better support browsing and conversion, while still preserving the softness and elegance of the brand.

Lora

DM Sans

Iterate

Since the purpose of the business shifted from a service-based florist to a full e-commerce offering, the visual design also needed to evolve. The muted look lacked visual impact for selling and the user feedback and sales data showed a need for stronger contrast and clearer calls to action.

User feedback and early behaviour showed that customers needed clearer calls to action and more visual contrast to navigate and purchase with ease. I introduced stronger accent colours, including a bold purple, and refined the layout to better support browsing and conversion, while still preserving the softness and elegance of the brand.

Lora

DM Sans

Visual Identity & Brand Assets

I developed the visual identity across both digital and physical touchpoints, including packaging, printed leaflets, card message layouts, and social media assets. Every element, from typography and colour palette to box design, was created to reflect the brand’s Scandinavian-inspired aesthetic and sustainable values. Ensuring consistency across website, email, and physical unboxing experience strengthened brand recognition and reinforced trust at every stage of the customer journey.

Visual Identity & Brand Assets

I developed the visual identity across both digital and physical touchpoints, including packaging, printed leaflets, card message layouts, and social media assets. Every element, from typography and colour palette to box design, was created to reflect the brand’s Scandinavian-inspired aesthetic and sustainable values. Ensuring consistency across website, email, and physical unboxing experience strengthened brand recognition and reinforced trust at every stage of the customer journey.

Service Design

Beyond the interface, I designed the full end-to-end experience of how the service functions, including how orders are placed, processed, packed, delivered, and followed up. I created workflows for order fulfilment, designed email and delivery communication, and ensured that each stage, from checkout to doorstep, felt clear, calm, and on-brand. The goal was to make the behind-the-scenes as intentional as the front-end experience.

Service Design

Beyond the interface, I designed the full end-to-end experience of how the service functions, including how orders are placed, processed, packed, delivered, and followed up. I created workflows for order fulfilment, designed email and delivery communication, and ensured that each stage, from checkout to doorstep, felt clear, calm, and on-brand. The goal was to make the behind-the-scenes as intentional as the front-end experience.

Product Design

I designed the physical product end-to-end, from selecting seasonal flower combinations and styling each bouquet, to sourcing directly from British flower farms and negotiating supplier contracts. I created the brand’s signature packaging, carefully selecting materials and working with UK-based manufacturers to ensure everything aligned with the visual identity and values of the brand.

Marketing Strategy

Brand Positioning

Positioned as a quality-focused, eco-conscious online florist, the brand emphasised British-grown flowers, UK-made recyclable packaging, and thoughtful design as an alternative to mass-produced delivery services. The visual identity and messaging centred around trust, craftsmanship, and sustainability, creating a clear and differentiated presence in a competitive market.

Multi-Channel Growth

Growth was driven primarily through organic channels, including SEO-led on-page content and blog articles, social media campaigns, strategic PR placements in publications such as The Independent, Grazia, and Glamour, as well as newsletter marketing. The approach focused on building credibility and long-term brand equity, ensuring that discovery, engagement, and purchase formed a cohesive and consistent experience.

Marketing Strategy

Brand Positioning

Positioned as a quality-focused, eco-conscious online florist, the brand emphasised British-grown flowers, UK-made recyclable packaging, and thoughtful design as an alternative to mass-produced delivery services. The visual identity and messaging centred around trust, craftsmanship, and sustainability, creating a clear and differentiated presence in a competitive market.

Multi-Channel Growth

Growth was driven primarily through organic channels, including SEO-led on-page content and blog articles, social media campaigns, strategic PR placements in publications such as The Independent, Grazia, and Glamour, as well as newsletter marketing. The approach focused on building credibility and long-term brand equity, ensuring that discovery, engagement, and purchase formed a cohesive and consistent experience.

Conversions & Insights

1

User Behaviour Analytics

To improve the customer journey, I used Hotjar to track real user behaviour through heatmaps and session recordings. This helped uncover patterns of hesitation, drop-off points, and underperforming content.

2

Keyword Strategy & SEO

Using Google Search Console and Mangools, I monitored keyword performance, resolved indexing issues, and optimised metadata to improve search visibility. Insights from this research informed content strategy and on-page optimisation, increasing organic traffic and overall SEO performance.

3

Automated Sales Funnels

I created automated email flows in Sendvio, including welcome sequences, abandoned cart reminders, and post-purchase follow-ups, supported by social media campaigns that directed users into the funnels.

4

Conversion Rate Optimisation

Insights from user behaviour, SEO, and funnel analytics informed ongoing CRO efforts. I refined layouts, improved navigation, and optimised CTA placements to reduce friction and increase checkout completion, driving measurable, UX-led growth.