Established in 2003, Beautiful Brides of Hope, was a start-up bespoke bridal couture boutique operating from premises in rural Hope, Nelson, New Zealand. They stocked gowns by top New Zealand bridal couture designers, both ready-to-wear and made to order, as well as a range of imported gowns and “romantic accessories”.
The business owner, my sister Catherine Anderson, came to Chrissie Terpstra and myself, the Christchurch design pARTners of our Surface Active studio, with a brief for us to originate a new company name for her start-up company and follow that up with a logo and and company identity system. The corporate identity materials included marketing collateral such as stationery, a DLE brochure, point of sale and Bridal Show display booth materials that were also suitable for bridal Shows and instore displays.
The first step in the brief was to originate a name for the new business. The exuberant “Beautiful Brides of Hope” name is a light-hearted wordplay on the fact that the business was run from a studio cottage at the client’s home, and the amusing fact that the client “lives in Hope”.
The logo design features the pairing of a refined and simplified bridal illustration integrated with elegant type—set within and amongst the symbol—that overall creates an integrated brand expression that sits well in the bridal couture market, but stands out as a brand apart from the crowd. The “smile in the mind” that the name evokes combines very well with the elegant logo symbol and type to create a strong, favourable first impression and one that has proven both memorable and very much liked by her clientele.
Credits
Design firm: Surface Active
Copywriters: Chrissie Terpstra, Shaun Waugh
Font credits: Radiant Condensed No. 6, Savoye
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