Aspiring to a luxury glamorous lifestyle
Established by Seema and her husband Sandeep in 2008, Forever Unique have built their success on evening dresses at a high quality and detail, to a more affordable price, that makes them available to a larger demographic. The brand has been successful internationally, but in the UK they weren’t able to position themselves in the same way.
They were very ambitious about taking the brand to the next level – it was the perfect time to give the brand a new fresh look and feel. We defined and reinforced a clear brand positioning, for Forever Unique to become more coherent and compelling.
Firstly we immersed ourselves in the brand and market exploring a unique brand DNA that differentiated the brand from competitors. Together we defined the brand essence as ‘stand out desirability’ for those aspiring to a luxury glamorous lifestyle, we aimed to elevate the glamour and luxury to a new level. The next steps involved realigning the brand with this new positioning. It was important to show how Forever Unique was evolving to engage a new younger customer but also keeping their loyal customer base.
We analysed the existing brand logo, identifying the lack of brand hierarchy and lack of ownability in the icon. We evolved the diamond into a typographic monogram made out of the brands initials, perfectly placing a diamond at the centre. This created flexible elements within the brand identity, the icon now exists separately and confidently – we ensured that the icon could easily be applied to product in its smallest form.
The logo was also designed with digital in mind applied confidently across the web and social platforms.
The packaging design that followed communicates the brands attention to detail and quality. We created a geometric pattern out of the logo to surprise and delight consumers. The new rose gold colour palette was applied on white to retail and on-line packaging creating consistency and recognition as well as a plush, timeless aesthetic. Finally we explored luxe details such as wax stamps and embossed details to the garment tags.
We created extensive brand guidelines to ensure this new stand out and desirability was applied correctly across all brand touchpoints in the future.
Visual Identity / Brand Guidelines / Brand packaging