Let It Dress
Brand Strategy
Target Audit
Naming
Verbal Identity
Communication Strategy
Curated premium bridal and party dresses resale brand.
SERVICES
CLIENT
THE CHALLENGE
Building a remarkable and competitive second-hand brand with premium-designed party dresses, especially for brides - in Brazil. The main goal was to understand the two sides of this B2C business, find an attractive and easy-to-understand name, and develop a powerful visual identity that would translate the brand strategy.
THE SOLUTION
Based on comprehensive research of the bridal and party dresses resale market plus a qualitative target questionnaire (30 women), the brand needed a practical and very emotional approach - a middle point between the brand DNA and the target necessities and lifestyle. This guideline also conducted the naming and verbal identity process, bringing a nostalgic yet freeing approach - let it dress you but also know how to let it go. Visually, a modern system, calming colors, and organic ornaments were applied in sober layouts.
Simple, gracious, and a bit nostalgic since memory plays a big part in the brand’s heart. Let It Dress motivates having fun while dressing, letting it go, and keeping great memories. Intimacy, love, and connection were the characteristics that were brought up to life while making it accessible, receptive, and caring. Let It Dress was built to be a safe place to let it go, treasure memories, and celebrate moments.
BRAND ESSENCE
In this particular case, there are two groups with different necessities: those who want to sell their dresses and those who want to buy them. After all the research, one primary persona for each group was defined, plus an empathy map that can guide the brand’s communication in both parts.
TARGET AUDIENCE
Let It Dress seemed just right to solve the brand’s name. It can represent the necessity of the two targets and the duality of having a practical but emotional approach - a solid construction to start the business, the strategy, and visual communication.
NAMING
“We believe in the circular economy. What we wear are just artefacts of memorable moments. The preciousness is in us, our company, and what we choose to live.
Buy or sell the dress that has already been witnessed and will continue to create beautiful memories from like-minded people: they are not afraid of detachment and seek beautiful experiences to carry in their hearts and minds.
Dress your soul with beautiful memories.”
A manifesto was created to inspire its audience and also their team to engage in its cause:
"We create space within ourselves to walk through the past, present, and future. Stories, people, and things transit through our eyes - all the time.
It is in the memory where everything that is most precious stays. Let yourself be guided freely by the opportunities to live and feel unique things. Experiences will continue to fill our history.
Dress your soul with incredible memories."