BRAND IDENTITY · PACKAGING · RETAIL CONCEPT
Wife of the Party
A build-your-own bridal gifting concept, with coordinated packaging, catalogs, an influencer mailer, and a modular shop-in-shop.
A bridal world, made your own.
ROLE
Brand, editorial, packaging, and spatial designer.
SCOPE
Brand strategy and identity; three catalogs; influencer mailer; product packaging; modular shop-in-shop.
TYPE
Completed retail concept.
Bridal gifting can feel fragmented and disposable, with the same "bride tribe" phrases repeated on one-off products. I wanted a more personal way to celebrate the people around the bride. The concept lets shoppers assemble their own boxes. Each item needs to feel special on its own while fitting into a coordinated collection.
Process
I built the identity around "Celebrate your people," using letterpress-inspired type and a navy, blue, ivory, and sage palette. I refined the catalogs through critique and checked the packaging with dielines and physical test cuts, then carried the system into the mailer and modular shop.
01
Set the tone (logos, colors, patterns, and textures, airy and editorial with a playful side)
02
Design the collection (individual packages and an oval bridesmaid proposal box)
03
Plan the shopping experience (three mini catalogs and a modular display with a Build a Bag station)
Solution
A coordinated gifting system connects three catalogs, an influencer mailer, individual product packaging, and a reusable shop-in-shop. The proposed store follows four steps: Pick, Fill, Make it Yours, and Take it Home. The completed concept includes a proposal box, vow book slipcase, claw clip hang card, hairbrush window box, three mini catalogs, and a modular retail display.
