JM Flower            
Client: JIMEI

Agency: Delitier & Co.
Scope: Rebranding & Social Media Strategy

Brand Identity
Brand Literature
Social Media Strategy
Brand Applications

We partnered with JIMEI to lead a strategic rebranding initiative focused on restructuring their brand architecture to improve clarity and customer engagement. The solution was the establishment of two distinct consumer-facing brands — JM Flower and JM Creation — while the JIMEI brand was repositioned to operate solely as a backend wholesale entity.

I played a key role in developing the new brand identity for JM Flower, aimed at attracting everyday customers shopping for fresh flowers and plants in supermarkets across Singapore. The goal was to create a modern yet approachable look that resonates with younger audiences while still feeling familiar to older generations.

Recognizing that supermarkets are often saturated with a variety of visual stimuli, we chose red as the primary brand color — a bold and strategic choice that stands out amid the clutter while complementing the natural tones of the floral products.

The result is a refreshed, inviting identity that enhances brand recall and evokes a sense of vibrancy and warmth, setting JM Flower apart in a competitive retail environment.


Ji Mei
website .

JM Flower
website & instagram .

JM Creation
website & instagram .