Brand Book

Brand Story

Petal & Stem brings the artistry of luxury floral design to Manhattan's finest hotels and restaurants. Founded on the belief that exceptional spaces deserve exceptional florals, we curate seasonal arrangements that transform lobbies, dining rooms, and suites into immersive botanical experiences. Our four signature collections — Lobby Grand, Restaurant Centerpiece, Suite Accent, and Seasonal Statement — are designed specifically for the hospitality industry, where first impressions are everything.

"Where artistry meets hospitality" — brand tagline

Color Palette

Primary Colors

Color	Hex	Usage
Sage Green	#7BA7CC	Primary brand color. Backgrounds, CTAs, headers.
Cream	#F5F8FB	Secondary background. Cards, sections, body areas.
Forest	#1B2A4A	Body text, dark elements, contrast.
Gold	#C4A265	Accent only. Highlights, icons, borders. Use sparingly.

Accessibility note: When using Sage Green as a background, always use Cream or white for text. Never use Forest on Sage Green — insufficient contrast ratio (fails WCAG AA).

Secondary Colors

Color	Hex	Usage
Blush	#E8D5D0	Seasonal spring/summer accent
Forest	#4A6741	Seasonal autumn/winter accent
Ivory	#FFFFF0	Alternative light background

Usage Guidelines

Sage green (#7BA7CC) is the primary brand color — use for backgrounds, CTAs, and headers
Always pair Sage with Cream (#F5F8FB) or white for text contrast
Gold (#C4A265) is accent-only — never as a background for large areas
Secondary colors are seasonal; rotate Blush for spring/summer, Forest for autumn/winter
Digital: use exact hex values. Print: refer to Pantone equivalents in brand asset kit

Typography

Heading Font

Playfair Display
Weight: 700 (Bold). Usage: H1 and H2 headings, hero text, brand name. Character: Elegant serif with high contrast strokes. Conveys luxury without being pretentious.

Petal & Stem

36px / Bold 24px / Bold 18px / Semibold

Body Font

Inter
Weight: 400–600. Usage: Body text, UI elements, data labels. Character: Clean, modern sans-serif with excellent readability at small sizes.

Petal & Stem curates seasonal arrangements that transform lobbies, dining rooms, and suites into immersive botanical experiences. Every arrangement is designed with intention.

Inter Medium — used for UI labels, navigation, and secondary headings.

Inter Semibold — captions, tags, metadata.

16px / Regular 14px / Medium 12px / Semibold

Type Scale

H1 Display

H2 Section Title

H3 Subsection

Body Body text at 16px with 1.6 line-height

Small Small text for labels and captions

Brand Voice & Tone

Tone Attributes

Sophisticated, understated elegance
Warm but not casual
Knowledgeable without being condescending
Nature-inspired language preferred

Do's and Don'ts

We Are

Artisanal
Intentionally luxurious
Warm
Knowledgeable

We Are Not

Mass-market
Pretentious
Casual
Generic

We Are	We Are Not
Sophisticated	Pretentious
Warm	Casual
Expert	Condescending
Natural	Crunchy
Luxurious	Flashy

Example Copy

Correct

"Each arrangement is thoughtfully composed to complement your space's unique character."

Incorrect

"We make awesome flower arrangements for your hotel lobby!"

Photography Style

Always photograph arrangements in their intended setting — hotel lobbies, restaurant tables, suite nightstands. Natural light preferred. Avoid flat-lay or studio shots. The arrangement should feel like it belongs, not like it was placed for a photo.

Lobby

Restaurant

Suite

Natural light strongly preferred; supplement with soft fill if needed
Show the environment: include furniture, architecture, guests (out of focus)
Color grade to match brand palette — warm, slightly desaturated
Never use stock photography; always commission or shoot in actual client spaces

Logo & Identity

P&S