Position: Creative director
Skills: Branding, strategy, web design, editorial, photography, art direction
Amoureuse, a bespoke lingerie designer-maker, asked us to help encapsulate their unique and beautiful work in a brand image which expressed their core values. Our brief was to craft an image that was unique, bespoke, feminine and yet contemporary. The brand must communicate to the bridal market equally well as to the high-end retail customer.
We began by dissecting the company’s ethos and their unique French name. Amoureuse (to fall in love with) is a beautifully expressive expression. With a basis of juxtaposing typeface and a carefully crafted floral motif, we assembled a flexible and recognisable logo to set a strong foundation for the brand. We employed a short Anglo-French definition below a strong sans-serif typeface to express the product’s traditional craft and contemporary design.
The brand image was a roaring success and, from there, we carefully crafted stationery and swing tags using fine, delicate card stocks and tactile translucent overlays. From there, we set about art directing a photo shoot and putting together a brochure and a content-managed, e-commerce website.
“I was extremely satisfied with the work I received from 19 Grams. They designed a brand identity which reflected my company’s style and listened to what I wanted. They went out of his way to ensure that I was happy with the end result showing me different possibilities and advising me on the most cost effective printing methods.” – Eleanor Worthy, Head of Design
The Amoureuse website will soon be in for an exciting new design as their range is refined for the 2014 Bridal season and Eleanor looks at how the business is moving forward.