During the summer of 2017, Gaby Bayona of Truvelle, invited us to revisit the branding and website of her second bridal brand, Laudae. Where Truvelle is calm, discerning and refined, Laudae, in contrast, is carefree, raw and playful. Taking inspiration from these keywords, we wanted to create a website that provides an experience that embodies the free-spirited and forward-thinking nature of Laudae.
In revisiting the Laudae brand direction, our main focus was on the photography direction and brand typography. The free-spirited nature of Laudae was prevalent in the current aesthetic, but by using film photography, more contrast and darker tones in the visuals, we felt it could give the brand an added edge that was currently missing. Re-identifying the Laudae persona for us was important as well. We projected an image of someone that is both carefree and forward-thinking, yet classic and elegant in her own way.
To aid our redirection efforts, we also introduced the use of Futura to the brand typography as the body text. The 1920s geometric sans serif gave the brand a renewed and established voice with a hint of vintage.