Wife of the Party

A build-your-own bridal gifting experience with coordinated packaging, catalogs, an influencer mailer, and a modular shop‑in‑shop.

Celebrate your people.

Wife of the Party bridal gift box open to show a hairbrush, claw clip, vow book and booklet

Role

Challenge

Brand, editorial, packaging, and spatial designer.

SCOPE

Brand strategy and identity; three catalogs; influencer mailer; product packaging; modular shop‑in‑shop.

KEYWORDS

Bridal, wedding, gifting, retail design, shop-in-shop, catalog

Challenge

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 shopping experience lets shoppers assemble their own boxes. Each item needs to feel special on its own while fitting into a coordinated collection.

Vow-book slipcase in blue and ivory
Brush for the Bride window box

Vow-book slipcase in blue and ivory

Brush for the Bride window box

Claw-clip hang card in sage
Bridal gift packaging as a collection

Claw-clip hang card in sage

Bridal gift packaging as a collection

Wordmark variations and repeating monogram
Shop-in-shop rendering with gift wall

Wordmark variations and repeating monogram

Shop-in-shop rendering with gift wall

Vow-book slipcase in blue and ivory

Vow-book slipcase in blue and ivory

Brush for the Bride window box

Brush for the Bride window box

Claw-clip hang card in sage

Claw-clip hang card in sage

Bridal gift packaging as a collection

Bridal gift packaging as a collection

Wordmark variations and repeating monogram

Wordmark variations and repeating monogram

Shop-in-shop rendering with gift wall

Shop-in-shop rendering with gift wall

Process

Solution

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.

The gifting system connects three catalogs, an influencer mailer, product packaging, and a modular shop‑in‑shop. The store design follows four steps: Pick, Fill, Make It Yours, and Take It Home. Coordinated pieces include a proposal box, vow-book slipcase, claw-clip hang card, hairbrush window box, and mini catalogs.

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.

Solution

The gifting system connects three catalogs, an influencer mailer, product packaging, and a modular shop‑in‑shop. The store design follows four steps: Pick, Fill, Make It Yours, and Take It Home. Coordinated pieces include a proposal box, vow-book slipcase, claw-clip hang card, hairbrush window box, and mini catalogs.

Design development

Early shop-in-shop display sketches

Early shop-in-shop display sketches

Ulta Beauty cafe-themed gondola end cap in brown with recipe cards, on a store aisle