Grace Loves Lace
Branding and Illustration
Grace Loves Lace is a brick and mortar bridal boutique that sells wedding gowns, accessories and does in house alterations. They opened their shop without really having a strong visual identity but they knew the essence of their brand and who their ideal client was that they wanted to attract to their shop.
The GLL bride is feminine, unique, and wants to feel like she is dressed in a gown that is perfect for her and that exemplifies effortless elegance. She isn't interested in an overly glamorous look, and is likely planning a small outdoor wedding rather than an elaborate ballroom affair.
I created a design package for the boutique that included a brand style guide and logo variations for use across all mediums from hang tags and shopping bags, to social media posts and profile icons.
Inspired by natural beauty, the color palette I chose for GLL consists of mostly muted warm tones contrasted with soft blues and greens to add dimension.
I created their main logo to draw you into the shop with artistic expression and intricate line work. More detailed than an average business logo, I designed it to be a piece of art that one might pass on the street and stop to admire.
I wanted the main logo to be something they figuratively and literally take home with them. It is how they will remember the boutique long after they left and when they are at home with their shopping bags.
It is an abstract, line art interpretation of a woman's face intertwined with a floral motif. Just as a wedding dress is an extension of a woman's physical beauty, this logo combines facial features with the patterns that could be found in lace.
The secondary logo design is a more traditional and direct, beautiful design. It is used on hang tags, stickers, tissue paper and stationary.
The design system I created for them will carry forward into the future and can be applied to future business expansions.
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