Portfolio: Floriography (South Africa and Provence)

THE STORY The Floriography concept is inspired by one of the natural wonders of the world—the Cape Flowers, which bloom every year in a semi-desert region of South Africa called Namaqualand. This region stretches for over 600 miles on the west coast of southern Africa (including in Cederberg) and covers over 170,000 square miles. Over 3,900 seed species lie dormant in the soils of this region until the summer, when the area transforms into a floral wonderland.  Carpets of flowers, of all species and all colors, stretch for miles in all directions. The flowering that takes place each year in the region and paints the landscape in colors that defy even the most vivid imagination is one of the most spectacular phenomena a person will ever witness.

The term Floriography, or the “language of flowers,” was coined in the Victorian era and refers to the practice of communicating with others by sending secret messages coded in the arrangement of particular flowers. In this highly chaste and demure era of the western world—a time during which propriety and proper behavior were of the utmost importance—open expressions of ardor, passion and desire were taboo. Using flowers as symbols allowed individuals to express feelings that could not be spoken aloud.

THE FLOWERS Protea Cynaroides, or king protea, the flower that adorns our Blooming Red selection, is among the oldest families of flowers on earth, dating back 300 million years. The king protea is named after Proteus, the son of Poseidon, who had the power to know all things past, present and future. Proteus would change shape, transforming to hide from people seeking his insights.  It has been said that the protea flower was named after Proteus because it, too, presents itself in an astounding variety of shapes, sizes, hues and textures to make up more than 1,400 varieties. With its mythological associations to change and transformation, it’s not surprising that in “the language of flowers,” the protea symbolizes strength, diversity, resourcefulness, and daring courage.

Dimorphotheca Aurantiaca is more commonly known as the African daisy and is the flower that adorns our Blooming White selection. It is thought that the word “daisy” was derived from an Old English term meaning "Day's Eye” because daisies open in the morning with the sun and close in the evening as dusk arrives. In “the language of flowers,” this beautiful archetypal bloom is the embodiment of purity and innocence, one that swears a loyalty to love and a commitment to a shared secrecy. 

Rosoideae is the subfamily of the rose and consists of over 850 subspecies. Roses are used to convey many emotions from love to forgiveness. The Coral Rose on the label was selected for its tremendous depth of color and intensity that is found in the skies of Provence. In the language of flowers the coral rose speaks of desire, enthusiasm and happiness. All these traits we know you will find in every bottle.