Flour Shop

Elevating a colorful brand to embody the Birthday Lifestyle

A trend-setting bakery with shops in New York City and Beverly Hills, the Flour Shop brand needs to be as quirky and colorful as its creator, cake mastermind and Flourist Amirah Kassem. Flour Shop incorporates all of Amirahs’ favorite things — cake, rainbows, glitter, and imagination — to create Instagram-worthy spaces around every corner.

TPD worked closely with Amirah to elevate her branding and design a signature icon system that has expanded into textiles, clothing, furniture, decorative accessories, and much more, launching Flour Shop into a social media sensation and celebrity favorite. Our large breadth of work also includes store signage, packaging, greeting cards, Instagram gifs, a new website and online store, and a published recipe book.

Expanding beyond the cake

TPD consults across Flour Shop’s many brand partnerships, including collections with Williams-Sonoma and Pottery Barn. Each collection features colorful rainbow hues, introducing the brand’s “Birthday Lifestyle” into the home space. TPD has translated Flour Shop’s icon system into patterns, packaging systems, and retail products, and continues to do so as new items are developed.

The website and e-commerce feature colorful illustrations and rainbow navigation for a design as vibrant as the product.

An Icon for every season

Flour Shop’s collection of icon illustrations is extensive, to say the least. TPD worked closely with the client to develop icons representative of the baking process, holiday seasons, and products. These custom-illustrated icons have made their way to a vast range of retail items and packaging, such as Vans, Pottery Barn, Williams-Sonoma, AWAY, and more.