Lily NYC

Lily NYC isn’t just a flower shop — it’s an experience. Co-founded by Stevvi Aanerud & Abby Trott, Lily NYC redefines floral retail with breathtaking arrangements, custom packaging, and immersive, sensory-driven spaces. From their lush retail locations to their digital garden online, every touchpoint is designed to captivate.

Working closely with Stevvi & Abby, I crafted the visual identity’s story, ensuring Lily NYC’s brand felt as fresh and artful as its blooms. From conceptualizing and designing the logo to curating a color palette that aligns with the brand’s personality, every detail was crafted with intention. I carefully selected typography, developed supporting illustrations and visuals, and ultimately compiled all elements into a cohesive brand style guide.

Color palette used in the new identity is predominantly monochrome, aiming at timelessness. The splash of bright orange, used sparingly as an accent color, appears thoroughly current and striking with a youthful energy and vibrancy alongside the more formal expression of the buildings’ tectonics. The font, GT America, (Grilli Type, 2016) was inspired by the European Grotesk genre, with an American Gothic twist. The result is bold, contemporary, and highly legible.

Finally, the “+” symbol in the logo reflects the collaborative approach as well as the technical aspect that is at the heart of BENEDICT + RIVA’s engineering work. In this age of “digital first”, it was crucial to equip the brand with a modern identity to reflect the promise of uncompromising quality while remaining flexible for the various communication channels of the 21st century. Thanks to its logo variations, the visual identity is modular and adaptable to the whole range of online and offline contact points.