armonia
Rebranding of the wedding gown manufacture
Rebranding of the wedding gown manufacture
Armonia is a luxury brand specializing in high-quality, handcrafted wedding gowns. Known for their timeless designs and use of premium materials, Armonia caters to brides who seek sophistication and elegance in every detail of their wedding day. The brand blends traditional craftsmanship with modern trends, offering gowns that are both classic and contemporary. With a focus on providing unique, elegant bridal wear, Armonia has established itself as a key player in the luxury wedding gown market.
Project Objective
The main objective of the project was to reimagine Armonia’s brand identity, aligning it with modern trends while preserving its timeless elegance and craftsmanship. The new brand needed to appeal to both traditional luxury consumers and a younger audience, ensuring it could stand out in the competitive luxury wedding gown market.
Challenges
1. Maintaining Tradition While Embracing Modernity: Balancing Armonia’s heritage of timeless craftsmanship with the need for modern aesthetics and contemporary market demands.
2. Standing Out in a Competitive Market: Competing against well-known luxury fashion brands such as Yves Saint Laurent, Balenciaga, and Burberry required creating a distinct identity that still resonated with the same high-end consumer base.
3. Appealing to Both Established and New Audiences: The brand had to resonate with luxury-focused traditional brides, while also attracting younger, modern brides seeking both sophistication and new trends.
4. Sophistication with Approachability: Ensuring the brand communicates luxury, but in a way that remains approachable and emotionally engaging to brides.
Task
The task was to create a refined brand identity that showcases luxury and craftsmanship while aligning it with modern bridal fashion trends. This required designing a visual identity that exuded elegance and sophistication, and developing consistent branding materials that communicated Armonia’s essence across all touchpoints, from packaging to stationery.
Project Objective
The main objective of the project was to reimagine Armonia’s brand identity, aligning it with modern trends while preserving its timeless elegance and craftsmanship. The new brand needed to appeal to both traditional luxury consumers and a younger audience, ensuring it could stand out in the competitive luxury wedding gown market.
Challenges
1. Maintaining Tradition While Embracing Modernity: Balancing Armonia’s heritage of timeless craftsmanship with the need for modern aesthetics and contemporary market demands.
2. Standing Out in a Competitive Market: Competing against well-known luxury fashion brands such as Yves Saint Laurent, Balenciaga, and Burberry required creating a distinct identity that still resonated with the same high-end consumer base.
3. Appealing to Both Established and New Audiences: The brand had to resonate with luxury-focused traditional brides, while also attracting younger, modern brides seeking both sophistication and new trends.
4. Sophistication with Approachability: Ensuring the brand communicates luxury, but in a way that remains approachable and emotionally engaging to brides.
Task
The task was to create a refined brand identity that showcases luxury and craftsmanship while aligning it with modern bridal fashion trends. This required designing a visual identity that exuded elegance and sophistication, and developing consistent branding materials that communicated Armonia’s essence across all touchpoints, from packaging to stationery.
Client: Armonia (Wedding Gown Manufacturer)
Service: Brand Rebranding
Focus: Sophistication and Elegance
Service: Brand Rebranding
Focus: Sophistication and Elegance
We conducted a detailed analysis of the luxury bridal market, focusing on how luxury fashion houses present themselves to their target audience. This helped us understand the unique positioning that Armonia could take—focusing on sophistication while drawing attention to its handcrafted luxury heritage.
• Competitor Analysis: Leading luxury brands such as Saint Laurent and Balenciaga emphasize clean, minimalistic designs, but often lack the emotional storytelling associated with handcrafted bridal gowns.
• Market Trends: Modern brides seek minimalism with a touch of luxury, creating an opportunity for Armonia to emphasize both classic craftsmanship and timeless elegance while staying relevant to contemporary design sensibilities.
• Market Trends: Modern brides seek minimalism with a touch of luxury, creating an opportunity for Armonia to emphasize both classic craftsmanship and timeless elegance while staying relevant to contemporary design sensibilities.
1. Logo & Visual Identity: A sophisticated logo and visual system that represented the brand’s timeless yet modern identity.
2. Luxury Packaging & Stationery: Designs that exuded refinement and elegance, reinforcing the premium quality of the brand.
3. Comprehensive Brand Guidelines: A set of guidelines to ensure that Armonia’s identity remained consistent across all marketing materials and touchpoints.
2. Luxury Packaging & Stationery: Designs that exuded refinement and elegance, reinforcing the premium quality of the brand.
3. Comprehensive Brand Guidelines: A set of guidelines to ensure that Armonia’s identity remained consistent across all marketing materials and touchpoints.
The rebranding successfully positioned Armonia as a premier brand in the luxury bridal market. By focusing on both timeless sophistication and modern elegance, the brand attracted a new audience while retaining its loyal customer base. The updated identity enabled Armonia to stand out in a crowded market, with its messaging and visuals resonating deeply with its core audience of brides looking for luxury and craftsmanship in their wedding gowns.
| The old version was obsolete: the decor elements and ligature had become "sticky", making it difficult to perceive and identify the brand. |
We decided to find a compromise between the old style and the new trends. We brought back the serif font, redefined the layout, clarity and brand's mood. This concept for us became a transition between the classics and the techniques of the new identity. We retained tenderness and sophistication of the old forms while adding expensiveness and minimalism of the new trends.
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