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Green and gold Florian ware, featuring a tulip design on the vase with a chip under the rim. Florian ware was a range that established William Moorcroft as a designer and was created whilst he worked for James Macintyre and Company, Burslem. Decorated with flowing floral patterns in applied raised slip, it was a distinctive technique and style that William used for the rest of his life. Florian ware represented a blend between contemporary Art Nouveau and the decorative traditions of William Morris and the Arts and Crafts Movement. There are many different Florian patterns, the majority based on English flowers, as well as peacock feathers, fish and the first landscape designs. In ceramics, metallic oxides impart colour to glazes, bodies and engobes.