Jones Flowers x
Ampersand Design Co.

The Project

Jones Flowers has been a family-owned wholesale flower company serving Virginia since 1971. For more than five decades, they’ve supplied grocery stores, local markets, and nurseries across the state — quietly building a reputation for quality, reliability, and deep industry knowledge.

Despite their long-standing success, Jones Flowers had never had a formal brand or visual identity. No logo system. No consistent visuals. Just a business built on trust, relationships, and hard work.

As they began thinking about the future — and what it might look like to step further into the digital space — they came to Ampersand VA looking for a visual identity that could honor where they came from while supporting where they’re headed.

Honoring 50+ years of legacy with a brand built for what’s next

The Challenge

This wasn’t about reinventing the wheel.

Jones Flowers didn’t want something trendy, flashy, or disconnected from their roots. They wanted a brand that felt:

  • Proud of its history

  • Grounded in family and craftsmanship

  • Flexible enough to grow with the business

  • Timeless rather than “of the moment”

The challenge was creating a visual identity for a company that had thrived for over 50 years without one — and doing so in a way that felt natural, respectful, and true.

The Approach

From the beginning, it was clear that Jones Flowers had a strong vision.

They came in knowing they wanted:

  • A family of logos, not a single mark

  • A primary logo inspired by a window box — a nod to the plants they grow regularly

  • Hand-drawn floral elements that reflected their real inventory

  • A clear reference to their history with “Established 1971”

Our role was to take that vision and shape it into a cohesive, usable system — one that works across everything from labels and signage to future digital use.

The Identity System

The final identity centers around a thoughtfully illustrated set of logos, each designed with a specific purpose in mind.

The primary logo features:

  • A window box illustration filled with florals they sell, including ferns, creeping jenny, and seasonal blooms

  • The Jones Flowers name paired with Established 1971

  • A timeless, hand-crafted feel that reflects their history and care for the trade

To support flexibility, the brand also includes:

  • A simple text logo for clean, minimal applications

  • A badge logo featuring a single petunia — perfect for stamps, labels, and small formats

  • A more ornate version with begonias, creeping jenny, and lantana for moments when the brand can really shine

  • They wanted a family of visuals that could work on a wide range of applications; from tote bags, business cards, apparel, and hats

Together, these marks create a system that feels cohesive without being rigid — a brand that can adapt without losing its identity.
These logo variations, color palette, and typography are outlined in the Jones Flowers style guide

Designed with the future in mind.

This project is a reminder that branding isn’t only for new businesses.

Branding can also be about:

  • Honoring legacy

  • Creating clarity

  • Preparing for the future without abandoning the past

For Jones Flowers, this wasn’t about changing who they are — it was about finally giving visual form to a story that’s been decades in the making.

“Fantastic! Ampersand Design Co. helped create a brand identity and logo. The entire process was incredibly easy. Travis had clear and consistent communication, brilliant ideas, and met the timeline we had agreed upon. I highly recommend Ampersand Design Co.”

— Briggs R., Vice President of Jones Flowers

Questions, anyone?

  • Because growth looks different at every stage. Branding helps established businesses show up consistently, prepare for digital opportunities, and clearly communicate who they are today.

  • A family of logos allows a brand to stay consistent across many applications — packaging, signage, digital platforms, and marketing materials — without forcing one mark to do all the work.

  • Respect for history, thoughtful design decisions, and restraint. The goal is to elevate what already exists — not overwrite it.

Some brands are built fast.
Others are built over decades — and deserve an identity that reflects that care.

Ready to see what thoughtful branding can do for your business?

Explore our customer success stories — and imagine what’s possible when your brand is built with intention.