Fiore is an upmarket florist based in Sydney. The project was influenced by an amalgam of artists and works including, wall paper designs by Florence Broadhurst and Australian native flower stencil prints by Margaret Preston. To differentiate Fiore from other competing florists I decided to photograph the arrangements. The composition, colour and quality of the flowers adds a sense of sophistication to the product and business. It also presents clients with a convincing visual of the product as well as emphasising the glorious colours in native Australian flowers. Its elements are edgy and modern and also traditional based on the compositional structure of elements and the type faces used. FIORE's advertising and branding was designed to surpass competing floral businesses and successfully attract its high end target market based on the exclusivity of their product created by the refinement and sophistication of it's branding design.