Suelo & Faa: Flowers for Good

Art direction, Graphic Design & Brand Identity

A brand for a flower CSA rooted in soil, community, and two languages

Suelo & Faa is a local Vancouver-based urban flower CSA (Community Supported Agriculture) with values centred on sustainability, community, and inclusion. The founders approached me to create a brand identity that reflected both the work they do and the people they serve. The name itself tells the story: 'Suelo' means soil in Spanish; 'Faa' means flower in Chinese. The brand needed to hold both — and feel welcoming to a predominantly female clientele who'd appreciate something that felt crafted and values-forward, not corporate.

The identity system

I developed a logo suite anchored by a hand-drawn botanical motif — a root-to-bloom illustration framed within an arch, referencing both the organic nature of the product and the sense of shelter and care the brand wanted to convey. The wordmark pairs a refined serif with organic linework, creating something that feels premium but approachable. The system includes a primary logo, a simplified icon mark, wordmark variations, and a monogram — giving the founders flexibility across packaging, social, and print applications without losing cohesion.

Brand guidelines

To support the founders in applying the brand consistently as they grew, I developed a compact brand guidelines document covering logo usage, colour palette, typography, and application examples. The goal was something a small team without a design background could actually use.

Small brand, careful craft

Suelo & Faa is a good example of the kind of freelance work I take on outside my day-to-day: values-driven clients, community-rooted businesses, and projects where the brief is simple but the craft has room to breathe. The founders needed a brand that felt like them — and that's always the most interesting problem to solve.