When we first worked with Gaby on the Truvelle branding, we had no idea that her ventures in the bridal industry would grow into Laudae, Lovenote, Halseene and Aesling—unique brands under her umbrella company, Oremony. We were fortunate enough to work with their team to bring each of these brands to life. Each brand under Oremony has its own unique bridal personality. When Gaby proposed the minimalist approach to Aesling’s vision, we knew we wanted to create a visual identity that was not-so-traditional.
Through our discovery phase, we wanted to uncover and understand who the Aesling bride is—a woman with a strong sense of self and confidence in who she is. The Aesling bride is focused on the quality and craftsmanship of the dress, with no frills to distract from a timeless style that does not hide or mask the bride. We looked at the stripped back approach to dresses and found inspiration in the female form and its relation to architecture. Whether in the seams of a dress or the outlines of an architectural masterpiece, it is apparent that there is a beauty found in the essential lines that form and create structure.
From studying cathedral architecture, the logomark was inspired by a reductive approach to a Chapel window which also reflects the shape of a classic dress silhouette and letter ‘A’. The result is an elegant ‘x’ or cross which represents the essence of marriage; the bond and connection of the relationship.