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An elegant brand for a specialist art & interior design house
Floren An elegant brand for a specialist art & interior design house


Floren offers bespoke interior design, decoration and art consultancy services. Led by Neil Sherring, the team specialises in timeless and elegant residential interiors.

The brief

With a background in art dealership and having graduated from Inchbald School of Design, Neil Sherring launched his interior design and art consultancy business. To build a recognised and revered brand and launch to the world, Neil commissioned us to craft a compelling brand strategy, a beautifully executed identity, as well as a simple and classic website to showcase his work and generate leads.

The solution

Starting with naming, we explored the options of leading with the individual or Neil’s already established art gallery, Floren, concluding the benefits lay with the latter, transferring the brand heritage into this new venture.

To kick-start the strategic branding we explored Neil’s creative process, delved deep into his customers’ behaviour, and developed a set of values, mission and vision statements to act as a foundation for the brand. From there, tone of voice guidelines were created, translating the brand into authentic, ownable language.

When it came to visual identity, we were inspired by the original minimalist brand marque – established in 1993 and based on a fleur de lis – and complemented the logo with a classic, warm colour palette. To reflect the sumptuousness of Neil’s interior style, we chose typography with a distinctive curvaceous quality.

The brand was then applied to a luxurious suite of brand assets, selecting elegant print stocks and finishes to mimic Neil’s much loved materials. In addition, we designed and developed a new website to act as Neil’s shop window, making use of smooth transitions to reflect the meticulous attention to detail shown in his work.

The results

Neil was delighted with the new Floren Interior Design brand – a confident, classic yet distinctive identity. The website has proved an excellent platform for generating enquires and given Neil the profile he needed to launch to this highly competitive industry.

The reaction

“Having trusted Salad to work on my branding for a previous business, they were my first choice to help me launch my interior design business. From initial contact right through to final delivery Salad were professional throughout the process of designing my new brand identity and website: both on time and to budget.

I’m extremely pleased with the new website and it has provided a great platform to invite enquiries. I will be looking to add additional projects and offerings in the coming months”

Neil Sherring

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