We first met Gaby Bayona, owner of Truvelle Bridal after a mutual friend had connected us. Soon after a few quick introductory emails, we scheduled our first meeting together. Despite being under the weather that day, Gaby came by with tons of energy and a large pickle jar full of some type of recovery juice. Being just twenty two at the time, Gaby had already established an impressive first season for Truvelle—pioneering a new approach and perspective to wedding dresses all by herself. Gaby was looking to refine her brand and website as she planned the next chapter of Truvelle.

Truvelle hangtag and flagship store in Gastown, Vancouver.

Maker Collaboration packaging

Wrapping paper

Working on Truvelle was a unique experience for us as Gaby had expressed her desire for Truvelle to be the right balance of not being overtly feminine. The women that Truvelle personifies are independent, confident and simply comfortable in their own skin. Upon studying the current position of Truvelle, we realized that the main task was to create a stronger brand direction around the brand. We began with our discovery process in establishing the core values and goals for Truvelle moving forward.

When we first came on board the project, we had always felt that the Truvelle wordmark was not far off but simply needed some adjustments. With the original wordmark set in Garamond, the tall ascenders and tight kerning caused the characters to appear unstable and delicate. We proceeded to lower the ascenders of the original letters and increased the kerning to improve legibility and provide more breathing room between the letters. These slight adjustments allowed the wordmark to appear more grounded and confident as a whole. In addition to the wordmark, it was vital to establish a new direction for photography. Together with Gaby, we agreed on the use of white backgrounds and natural lighting to help brighten up and simplify the imagery while still capturing warmth in the photos. These elements greatly helped the refreshing efforts of the brand and translated effectively to the website.


Photos of the printed proofs we received to check for colours and any final issues.

Lookbook Design
For the new collection, Gaby traveled with renowned wedding photographer, Kristy Ryan of Blush Photography to Spain for the lookbook shoot. This certainly gave the campaign an entirely different look and feel—a refreshing and commendable approach. Our team took built upon the design structure set up from the 2015 booklet and also made significant changes to the treatment of the photos. The new photos had a strong sense of movement and travel and hence, we wanted to treat the photos with a more playful execution. By overlaying some of the photographs, it allows us to almost suggest a narrative to the imagery. The final lookbook was printed with Metropolitan Printers who were instrumental in the production and quality of the books. As a subtle element, copper metal wiring was used in place of the silver for saddle stitching. The copper was simply a great fit with the colour tones of Truvelle’s brand.

6" x 8"
44 Pages
Edition of 1000

  • Identity
  • Print
  • Location
    Vancouver, Canada