A campaign identity bringing art to life

Capturing the essence of nature through the materiality of paper

Repositioning a premium paper for a creative audience

Transitioning from a niche designer label to a global luxury consumer brand

Redefining one of Paris’ most iconic restaurants

Contemporary packaging for gourmet pastries

Reinterpreting one of fashion’s most iconic titles into a contemporary hospitality identity

In the heart of historic canal belt of Amsterdam, master florist Alexander founded AP Bloem to create floral masterpieces, inspired by the lush still life of the Dutch Golden Age. Design & Practice created a brand identity that strikes a balance between luxury and abundance on the one hand and artisanal modesty on the other, reflecting the informal take on luxury typical for Amsterdam.