Brand identity and e-commerce design developed for Flore Beauté et Naturel, a botanical skincare brand rooted in natural ingredients and conscious skin wellbeing

INSIDE THE PROJECT

Flore Beauté et naturel — Skincare for women who seek to avoid over-treating their skin by steering clear of chemicals

Flore was born from a real, intimate and brave story. Adèle Leroy lived with acne, marks, and flare–ups from her teenage years, all linked to autoimmune conditions, and that journey led her to study botany and ancestral medicine in search of gentler answers for her skin.

▪ The starting point: From A to B

Flore was born from a real, intimate and brave story. Adèle Leroy lived with acne, marks and flare–ups from her teenage years, all linked to autoimmune conditions, and that journey led her to study botany and ancestral medicine in search of gentler answers for her skin. Along the way, she discovered the power of macadamia oil, blue chamomile, calendula flower, cucumber extract, tamanu oil and zinc—scientifically backed ingredients known to soothe, heal and rebalance.

After launching her first line and recovering her initial investment through organic sales.

Adèle knew it was time for the next step: turning her story into a brand with identity, structure and an online shop that reflected the botanical essence behind each formula.

And that’s where we came in. The goal was clear from the very beginning: translate her vision into branding that felt coherent, thoughtful and intentional, and build a digital shop that didn’t just sell products, but educated, supported and spoke honestly about real skin wellbeing.

That’s how this journey began—transforming a personal experience into a conscious, grounded brand ready to grow.

▪ The Pandora’s Box: What we discovered at the start

  • Flore existed as a name and an intention. There was no identity built yet, which opened up a meaningful space to shape the brand with clarity and purpose from the very beginning.

  • Adèle’s experience with her skin, botany and science was already there; it simply needed a language that could connect it all and make it visible.

  • There were no previous structures, no online shop and no inherited decisions. This gave us the freedom to design both the brand and its digital ecosystem with intention and a clear long-term vision.

Brand identity and e-commerce design developed for Flore Beauté et Naturel, a botanical skincare brand rooted in natural ingredients and conscious skin wellbeing

▪ The Challenge: Mapping the master move

The challenge was to build Flore from the ground up, starting with a brand strategy that would bring clarity and coherence to the entire ecosystem. We defined its botanical universe as the core, and from there developed the verbal, visual and sensory identity under the Science of Bloom concept. In parallel, we structured the online shop, so the digital experience flowed with the same calm and delicacy found in the formulas themselves.

We also shaped the brand narrative, so each product could tell its story with clarity, warmth and scientific credibility. Nothing was left to chance: from the tone of voice to the way ingredients and benefits are presented, every detail was designed to build trust, educate and gently guide the customer from the very first interaction.

BOTANY

NATURE

SENSITIVITY

BOTANY NATURE SENSITIVITY

▪ Change in Action: Beyond What Meets the Eye

Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care 
BRAND ARCHETYPE:                                                                                      THE SAFER

In the brand kit, we worked from the ground up, shaping an identity that translates botany and science into a clear, gentle, and honest language. The verbal identity was crafted to speak about real skin and conscious processes, with brand-led phrases such as “Skin also blooms”, “Botanical science for sensitive skin” and “Less aggression, more balance”. On a sensory level, we explored light, enveloping textures and soft botanical fragrances that reinforce a feeling of calm and care from the very first contact. Visually, every decision — from the colour palette to typography and graphic rhythm — supports the idea of blooming with time and intention, never excess.

For the online shop, the focus was on creating a simple, fluid experience. We designed clean layouts, introduced CSS refinements to enable category philtres and faster navigation, and paid close attention to visual details, so the products always take centre stage. Through packaging mockups, each product selection feels tangible and clear, guiding users through a smooth, organised journey that fully reflects Flore’s sensitivity and essence.

▪ The debut on the web

The launch of Flore’s online shop marked a turning point for the brand. It wasn’t just about opening a sales channel, but about creating a digital experience that truly reflects its botanical universe—where every detail supports the rhythm, sensitivity, and intention behind each formula.

···

Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care

▪ Website features and techniques

    • Developed on: Squarespace

    • Version: Squarespace 7.1

    • Type of plan purchased by the client: Commerce – Advanced

    • Website type: Shop Experience (E-commerce)

    • Maintenance: The website is managed and updated by the client.

    • Subtle entrance animations for products and key sections

    • Smooth hover transitions on calls to action

    • Custom CSS adjustments to maintain a clean, breathable aesthetic

    • Category filters for faster and easier product browsing

    • Optimised visual hierarchy to highlight ingredients and benefits

    • Fully responsive, mobile-first design

    • Micro-interactions that enhance navigation without distraction

    • Product presentation supported by packaging mockups

    • Integrations:

      • Stripe as the payment processor

      • SKU IQ for point-of-sale inventory synchronisation

      • Shipday Local Delivery for shipping and logistics

      • Product catalogue featuring 15 active products

    • Optimisation:

      • Image optimisation to improve loading times

      • Basic SEO structure implemented (titles, meta descriptions and headings)

      • Streamlined checkout flow to reduce friction

      • Clear and consistent navigation to enhance user experience

      • Technical setup prepared for future catalogue and traffic growth

Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care

▪ Results: What we achieve together

Before diving into the numbers, there’s something worth saying first: when a brand aligns with its true story and the experience it genuinely delivers, the results follow naturally. And that’s exactly what happened with Pietro.

  • Following the launch of the online shop, the website quickly revealed which product resonated most with customers, accounting for approximately 38% of initial purchases. This gave Adèle immediate clarity on where to focus future product and marketing efforts.

  • Within the first month of operation, the store recorded over 60 completed purchases, confirming that the e-commerce structure, user experience and product narrative were effectively converting visits into real sales.

  • Through the integration of Stripe, SKU IQ and Shipday Local Delivery, Adèle Leroy now operates with a centralised system that allows her to manage payments, inventory and deliveries efficiently. This setup significantly reduced manual processes and provided full visibility over daily operations.

  • With a structured brand, a functional e-commerce platform and clear purchasing data, Flore is now positioned for its next phase. As a result, the brand has confirmed the start of future strategic collaborations, something that was not feasible prior to having a professional digital presence.

Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care

▪ Classified file: Additional data

INDUSTRY: Beauty Market

LOCATION: Niza, France

START OF BUSINESS OPERATIONS: 2024

PROJECT COMPLETION: February 2025

Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care

▪ Behind the scenes: Team credit

  • BRAND DESIGN & WEBSITE DEVELOPMENT: Creative House by María Fernanda Ayala

  • COPYWRITER: Sandra Voltinaer

  • ANIMATIONS: Cristina Quispe

  • CREATIVE & STRATEGIC DIRECTION: María Fernanda Ayala

Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care

A kind note from the client

“We knew we had an incredible product, but our brand and website didn’t show it.”

At the beginning, FLORE was just a name. I hadn’t invested in brand design, and the website I had was something I built myself, without a clear structure. I knew what I wanted to express, but I didn’t know how to turn it into something visual and coherent. Mariffer started by building the entire brand kit from scratch: how FLORE should look, how it should speak, and what it should feel like. We defined beautiful colours that now truly represent what FLORE is, letter styles that I fall more in love with every time I see them, and an identity rooted in my research in botany, which is where the brand was born.

For the website, we decided to move to Squarespace and rebuild everything from the ground up. Today, the site feels light, clear and thoughtfully designed, allowing visitors to browse calmly and really understand what FLORE is about. Since the launch, the platform itself has shown that time spent on the site increased by 20%, cart abandonment dropped by 38%, and purchases grew, reflected in a 7% increase in conversions.

Thanks to this new structure, I was finally able to identify which product sells the most and which one customers connect with the most — something I couldn’t see before. I now have a much more organised sales and logistics system, and FLORE has gone from being just an idea to a clear, well-defined brand ready to grow. Mariffer understood me from the very beginning and knew exactly how to translate what I wanted, even when I didn’t know how to explain it myself.

— ADÈLE LEROY- FLORE BEAUTÉ ET NATUREL  (FRANCE)
Brand visuals and digital assets created for Flore Beauté et Naturel, a botanical skincare brand focused on gentle, conscious skin care

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