Case

Evergreen Bride’s clients aren’t just brides: they’re Evergreen Brides. Seeking to build not just a brand but an experience that surrounded her brides with high-end, elegant, and deeply intentional care, Naomi reached out to see if I could help her craft the brand of her dreams.

We quickly realized that creating a brand off visuals alone wasn’t going to represent her brand as she envisioned, so we began our process with a thorough strategy intensive, which uncovered a tremendous amount of value to build her brand identity upon.

Strategy

During our 2-hour brand strategy workshop, we discovered that Naomi’s heart for her brides is to leave her clients feeling more confident, beautiful, and valuable than when they came in. None of these qualities can be given but rather, must be felt intrinsically. The purpose of Evergreen Bride is to empower the bride to feel confident in her own true beauty; that she is the most beautiful person in the world on her special day; and that she is truly valuable because of who she is.

Evergreen Bride accomplishes this brand purpose through gifting its brides with a joyful experience through the bridal products and services, leaving them feeling more confident than when they came in. 

The brand positioning then followed as not just selling florals but allowing brides an experiential identity to feel a part of: becoming an Evergreen Bride. A phrase that’s synonymous with wild, natural beauty, the brand seeks to affirm the uniqueness of each client and give her an experience that feels inclusive to her.

Brand Visual Identity Design

From our strategy session, we decided that the brand’s core descriptors should be BEAUTIFUL, CONFIDENT, TIMELESS, VALUABLE, and TRANSFORMATIONAL.

The strong evergreen color anchors the brand in its name and brings a visual depth to the identity. However, the primary palette is neutral-on-neutral tones, evoking a soft, natural feel that expresses the brand’s tagline.

We designed a primary logo in a creative, Art Deco-inspired font that strikes a unique balance between quirky and classic.

A custom hand-drawn fern pairs with the primary logo, a nod to a common element in her floral arrangements, and can be used independently as a design element.

A horizontal secondary logo was also created to fit into unique spaces and bring some variety to the visual brand.

Finally, the main logo and fern illustration marry in her custom logo, which serves as a strong anchor to the visual identity.

Custom Packaging Design

With the brand’s emphasis on gifting an experience to its clients, we decided to create fully custom packaging so each product would be received in a stunning, branded package. We created custom shipping boxes at multiple sizes, a box to send samples to prospective clients, and a smaller box to hold thank-you gifts inside each order.

Shopify Website Development

After the visual identity design, we carried the brand into a custom website built on Shopify, with custom copywriting in the brand voice that communicates Evergreen Bride’s values, positioning, and services to the right audience.

Brand Photography & Videography

We also conducted a series of photography and videography shoots with models showcasing the floral arrangements in a variety of on-brand settings. These images and the video are featured on the website to bring a professional, custom look to the Shopify website and are also used in Evergreen Bride’s marketing.