Peggy
Peggy is a concept bridal store offering ‘off the peg’ ready-to-wear bridal gowns. We had previously worked with the brand in the Holmfirth store. With a new store opening in York City Centre, the business looked to update its brand presence, setting the stage for this new era of the business.
By nature of the offering, value is the narrative at the heart of the business. Peggy’s unique offering in both its Holmfirth and York stores, is a balance of gowns at tempting prices, mixed with every aspect of customer experience you’d expect from up-market bridal boutiques. This is the essence of what we wanted to capture in the brand personality.
Peggy is a friend to prospective brides; a helping hand, a friendly face. She is welcoming, knowledgeable and trusted. To enhance the feeling of these characteristics, we chose a handwritten font and conversational tone of voice, married with playful graphical devices stemming from an iconic coat hanger logo graphic. This hanger graphic has a personality unto itself and comes to life in a variety of depictions throughout the brand design.
Colours are soft and muted, welcoming and elegant. Typographic campaigns help translate the brand narrative whilst building a layered toolkit, building a consistent and confident foundation ready for launch of the new store. We can’t wait to see it thrive in its new location.
