A new look for a new business — That’s Darlin’ brand identity. Guys, first of all I want to tell you what a gem Malissa is. She has been a reader of Pinegate Road for over three years, and I was thrilled when her life plans included a new business venture. Getting to know her throughout our time together has been such a joy. After working in the wedding industry for many years, she realized that there was a disconnect between the thoughtful and heartfelt events she was helping put on and the gifts that brides were giving to their guests and loved ones. Malissa is starting That’s Darlin’ to help event planners, brides, and conferences create personal gifts that share the story of the party thrower and resonate for a long time with the recipient.
That’s Darlin’ brand identity was to showcase a soft and welcoming feel, fit within the wedding industry but not be exclusive to just weddings, and have a personal touch that emphasizes how Malissa will work with her clients.
After working with Malissa on her brand homework and through a skype call dedicated to learning the in’s and out’s of That’s Darlin’, we identified her core values:
EASEFUL: The brand is soft, easy, and comforting. It supports the vision for each event by stepping back a little, but it fits beautifully and easily into the industry as its own brand. The brand fits within the wedding industry, and also transitions easily into other formal events.
TEXTURAL: That’s Darlin’ provides tangible and sentimental gifts. The brand identity will use texture to weave in the fact that the end product is physical. Whether this is through watercolor or a never-perfect edge to a design, That’s Darlin’ brand identity will be classic with a dab of textural quality to emphasize it’s unique touch.
PERSONAL: The client’s stories are what really bring That’s Darlin’s services to life. With everything That’s Darlin’ provides, a personal and unique experience is paramount.
We incorporated hand-lettering, watercolor textures, and my favorite element — the top of a pineapple! Kudos to Gwen for that one! Malissa loved the idea of bringing some Southern charm up North, and the nod to the pineapple was a great way to showcase the welcoming feeling in the brand identity that That’s Darlin’ will be known for. Keeping the tones of the brand neutral also let the event host’s personal story shine through — there will be no bold colors or overpowering elements to take over. Giving That’s Darlin’ a slew of various marks and wordmarks in the brand identity will help Malissa showcase the brand elements throughout whatever application she needs. From stickers, or her website, to embossed wax seals, she will be covered.
Congrats Malissa on your new brand! Next we’re working on getting her website up and running, and I will certainly keep you posted as soon as it’s live.
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