Client: Abibi Bridal Services Offered: Brand Strategy Project Year: 2023
Visual Identity Design
Social Media Design
About the brand
Abibi Bridal is a wedding planning service that caters to 'multicultural couples'. They aim to empower multicultural couples to create their dream wedding without the stress that often comes with planning. With the understanding that planning a wedding can be daunting, coupled with feelings of overwhelm, frustration and loneliness, they partner with couples alleviate those feelings by offering personalised guidance, expertise, resources and support.
The owner reached out to me to create a brand new identity that reflects the brand value and personality as the business didn't have one.
Strategy: Balancing Extremes
The goal of this project was to create an identity that adequately captured the personality as well as the purpose of the brand. The only way this could be accomplished was to break away from the norm, but only slightly. Wedding planning services have a cool, romantic and neutral feeling, both visually and vocal. Abibi bridal also wanted to tap into the aesthetic of softness and luxury and the feelings of empathy and support. This brand however also needed energy, fun and vibes, as the brand aimed to create memorable experiences for their clients by ensuring they had a good and fun time at their weddings.
In order to ensure all parts of the brand where captured, the verbal identity focused on being soft, empathetic, romantic and a little witty while the visual identity carried most of the weight of being bold, sophisticated, energetic and vibrant .
The Identity: Living in the tension
With the strategy and positioning established, the next order of business was to craft a direction for the visual identity. We decided to break away from the conventional visual language that is often found in the wedding planning industry and go for something more energetic and vibrant while maintaining an elegant, classy look.
The identity is a combination of luxury, elegance and fun.
I wanted to showcase the more vibrant and energetic part of the brand with the templates while maintaining the chic, romantic nature of the the brand. To achieve this I used the light pastel colours as the background colours and the more vibrant colours as accents.
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