Brand of the Day: Floret’s Seed Packets

Around this time every year, we head to the hardware store or nursery to get our garden started—and have grown accustomed to the flash-burned photos that are omnipresent on the racks of seed packets.

And that’s why Floret Flower Farm’s packets have always been such a delight—they eschew the current industry standard for the industry standard of yesteryear: illustration.

The family run farm, which has a focus on uncommon and heirloom flowers, launched in 2008, and began producing its own seeds in 2016. As founder Erin Benzakein has written, “For the packet fronts, I knew exactly what I wanted. For years, I’ve been drawn to the beautiful artwork that graces the covers of antique seed envelopes and catalogs. I love their elegant typography and the gorgeous lithographs of flowers popular a century or more ago. I knew that whatever we created had to include illustrations that offered a nod to history, but with a modern, organic aesthetic.”

Benzakein eventually found illustrator Nina Sajeske, and the resulting work (with design by Nicole A. Yang) set the brand abloom.

Stately seeds, indeed.