Madge & Ivy Flowers is a practice shaped by lineage, place, and a considered approach to growing. The work centred on articulating this clearly and defining a brand that reflects both its heritage and its current position.

Julie’s story draws on two generations of flower growers, her grandmothers, Madge and Ivy. This became a point of reference rather than a device. The identity was developed with restraint: a handwritten mark informed by early seed packets, paired with a typographic system that balances warmth with clarity.

The website was conceived as an extension of this approach. Not a portfolio, but a lived-in space, combining family archive with contemporary work, and situating the studio within a broader narrative of gardening, sustainability, and seasonal practice.

The project was developed collaboratively, with an emphasis on maintaining Julie’s voice throughout. Decisions were carefully made, allowing the brand to feel grounded rather than contrived.

What emerges is a practice that is clearly defined, yet still personal.

A floral studio shaped as much by memory as by method.