Archive for the ‘Our Work’ Category

¡Viva RVA!

Thursday, May 2nd, 2013

¡Viva RVA!

While in the midst of a full-course rebrand for one of our favorite restaurant clients, The Boathouse, TFS jumped on board to help launch their new Mexican concept restaurant, Casa Del Barco. The original logo and identity development project grew into a more comprehensive environmental branding, literally from the ground up. We had the privilege of working with interior designer Helen Reed throughout the building demolition, construction and finishing phases.

The History

Casa Del Barco, the gringo translation of “The Boathouse,” is located in the historic Reynolds Metals Italianate building on the Canal. CDB features a unique waterfront location like its sister restaurants at Sunday Park and Rocketts Landing. Owner Kevin Healy was going for an authentic Mexican vibe that he couldn’t quite articulate, but he knew it when he saw it. We wanted the design to be an amalgamation of all things we considered to be authentic Mexican – both in cuisine and culture. The original opening date was slated for November 1, 2012, Dia de los Muertos, or day of the dead.

The Concept

We started concepting and created moodboards around the themes of family, food, tequila, honoring the dead, cigar boxes, sugar skulls and old world rustic textures and layers. We referred back to these initial boards as inspiration throughout the process as the branding and design grew. The logo was influenced by ornamental type, hand lettered and painted signage, and wrought-iron scrollwork and filigree. From there we created custom artwork and patterns that we used as layers in the different components – everything had a sepia, leathery, weathered kind of feel. Our identity was rough-hewn and subdued compared to the loud and colorful, stereotypical notion of Mexican. Avoiding these cliches was essential and we found ourselves teaching various members of the Casa Del Barco team what this other side of Mexico looks and feels like.

¡Viva RVA!

The series of sugar skulls we illustrated each came to represent a different personality. Our design team chose a direction and each member pursued their own interpretation of what their sugar skull would embody – the first was food with shellfish and seafood, bottles and a guitar; the second became the patron saint of tequila with agave and citrus and shot glasses; the third was our feminine depiction with peppers, flowers and ocean waves.

¡Viva RVA!

Maintaining a sense of relation to its sister restaurant, The Boathouse, was also a factor we considered throughout the branding and materials. While they are completely different restaurants with different offerings, we used elements from the established restaurant to influence the new. Our strategy took into account the possibility of future multiple locations of Casa Del Barco, or even a franchise.

¡Viva RVA!

We developed an entire retail arm of the brand, most of which to our great delight, we were able to produce. This portion of the design led to some of the restaurant supply (barware, coasters, menus and binders, check clipboard, to go bag and container labels) and influenced the staff uniforms. The t-shirts, flasks, iPhone cases, and temporary tattoos were an exercise in vendor sourcing and all exceeded our expectations. Everybody at The Flores Shop was part of constructing the brand and it was one of our most collaborative efforts to date – from designs to production methods and materials.

¡Viva RVA!

¡Viva RVA!

¡Viva RVA!

¡Viva RVA!

¡Viva RVA!

¡Viva RVA!

The interior furnishings and fixtures were functional components and another area where we wove subtle elements and textures into the mix. We wanted the new space to feel rustic and rough, recycled but also refined. Instead of putting up plain acoustic panels (in consideration of the loft dwellers above), we created graphics that were printed on the acoustic substrate, allowing the ceiling to fade and blend into the other architectural features of the restaurant. We carried these elements throughout the interior, exterior signage, website and collateral materials.

¡Viva RVA!

¡Viva RVA!

Our intent in every execution was to pay respect: to the history of the building, the origination of the menu, Mexico and also with a nod to Richmond, and the families – past and present – who are part of it all. We used photography of Chef Todd Richardson’s family in custom artwork and illustrations throughout the interiors. We narrated and interpreted a somewhat complex story of origination so all the elements work together, and the tequila label wall graphic in the back corner is probably the most visually comprehensive graphic synopsis of the story.

Casa Del Barco is an homage to the past, and the heritage of the building as well. Via the food, branding and environmental design, we nod to the history of Mexico and its cuisine, with a twist. Thus the tagline, Reinventing Tradition.

“Reckless Texting” : PSA Ads Educating Drivers on the Dangers of Distracted Driving

Thursday, March 21st, 2013

Distracted driving puts many lives at risk with every text message sent, every hamburger eaten, and every phone call made. The law firm of Allen & Allen (Richmond, VA) enlisted the brand communication services of The Flores Shop to develop creative concepts and produce a series of television ads that convey their commitment to educating Virginians about the dangerous distracted driving epidemic that causes accidents and claims lives everyday.

We are all distracted drivers. We all, at some point, are texting, talking on the phone, eating and drinking, and performing other distracting tasks while driving. No driver wants to admit that they are even the least bit distracted by using the phone while driving, but the statistics we discovered for these commercials are sobering proof of just how distracting the distractions really are.

The average text takes drivers’ eyes from the road for an average of 4.6 seconds. At 55 mph, that’s the same as driving the length of a football field… blind.*

40% of all American teens say they have been in a car when the driver used a cell phone in a way that put people in danger.*

These statistics are the tip of the iceberg. We were so stunned by how dangerous distracted driving truly is, that we have drastically altered our driving habits and hope that these commercials will help convince others to do so as well.

*Statistics via

In memory of our client and friend

Monday, February 4th, 2013

Our heartfelt thoughts and prayers go out to our long-time clients and friends at the law firm of Allen & Allen as they mourn the loss and celebrate the life of one of their most cherished leaders, Doug Barry. Doug’s relentless commitment to helping others and his dedication to doing so with unwavering excellence is what will be remembered by all of us who had the opportunity to get to know him.

Award Announcement: “Thinking Outside the Box” Category

Tuesday, September 4th, 2012

We recently learned that the Greater Richmond Partnership (GRP) was recently honored by the Southern Economic Development Council at their 2012 Annual Conference with an Award of Excellence: “Thinking Outside the Box” Category for the The Love What You Find campaign. Kudos to GRP as well as our strategy, creative and development team for such an outstanding recognition among the elite organizations in the economic development industry!

Award Announcement: Thinking Outside the Box Category

Embracing fear as a challenge

Wednesday, July 11th, 2012

We experience intimidation and fear of failure with each new project we approach.

We embrace those feelings as a challenge to make every creative solution better than the last.

The day we lose that intimidation and fear of failure will be the day we’re not striving for the level of excellence our clients deserve.

Bring on the fear. Challenge accepted.

“I have to be constantly learning; I have a very insatiable appetite. I feel if I’m not on the edge of failure, I’m probably not being challenged sufficiently.”


Big Idea Challenge – Accepted!

Thursday, May 17th, 2012

A few weeks ago, The Flores Shop announced that we were honored to be a part of one of the biggest things to hit Richmond this year, the Big Idea Challenge. The Big Idea Challenge is a five-week event that allows members of our community to form teams (and challenge other teams) in a series of puzzles and brain teasers for the chance to become the Big Idea Challenge Champs—all while supporting a very important cause, the Community Idea Stations. We are now three weeks into the challenge, and so far, this fundraising event has most certainly lived up to its name.

Our design team was asked to develop the event logo and t-shirts (which you can read more about here), a promotional video, and a print ad. A BIG shout-out goes out to our production team, The Branching, Dave Swain and a special thanks to the Combat Sports Center for allowing us to shoot in their incredible gym.

The print ad for the fundraiser ran in the beautifully redesigned Grid Magazine, which you can still pick up at various locations throughout the Richmond region.

Big Idea Challenge – Accepted!

We have had a blast working on this project and competing in the challenge. Three weeks into the challenge, we’ve been forced to solve the hardest puzzles and riddles to come our way in the recent years. The folks at Ravenchase Adventures have done an excellent job creating the challenges and we simultaneously dread and eagerly await the new clues every Sunday.

For those of you interested in participating in the Big Idea Challenge, it isn’t too late! You can register to join one of the teams or choose to donate to any of the current participants such as our team, the Designerds. Your donations will help support the Community Idea Stations – the channel that brings you NPR, PBS, other public broadcasting programs, and local shows produced right here in Central Virginia. For more information on making a donation, check out the Big Idea Challenge’s donation page.

Keep up with us and the Big Idea Challenge by following @TheFloresShop, @WCVE and the hashtag #bigideaRVA.