Context
This project was developed over two months as my final assignment during my Erasmus+ scholarship at the Escuela Superior de Arte y Diseño de Andalucía in Spain. The scope of the project included creating the brand identity and graphic universe for a company, as well as preparing the launch event.
I was assigned to work with a fashion company founded by Marielle Perri, an alumna of ESADA. It is a top-tier modeling and event agency specializing in custom-made, elegant wedding dresses that embody timeless romance. Catering to women aged 18 to 50, especially those preferring modest church wedding designs, the brand blends fashion and event expertise. Based in Spain, the agency aims for global recognition, aspiring to lead the bridal fashion industry with a commitment to creating unforgettable experiences through exceptional service and unique designs.
The core values—excellence, creativity, integrity, commitment, inclusion, and environmental responsibility—underscore its dedication to quality and sustainability. Offering comprehensive services that include bridal fashion shows and personalized wedding dresses, it strives to set industry standards and provide clients with a seamless journey from trendy fashion to bespoke couture.
Let's Begin with Inspiration
Theoretical framwork
As a starting point, I began by conducting research in the graphic design world, drawing inspiration from prominent figures in the industry. Given that I also had to develop a concept for an exhibition catalog, I used this prompt to search for relevant references.
Figure 1
Graphic Design for books. Libros del Asteroide
Enric Jardí is a Spanish graphic designer specializing in publications, book covers, corporate identity, and typography. A graduate of Elisava, he has worked with clients like CCCB, MACBA, and The New York Times. Jardí co-founded Type-Ø-Tones and has led the Master’s in Advanced Typography at Eina. He received the National Culture Award in Design from the Generalitat de Catalunya in 2009 (Jardi, 2024).
Enric Jardí was selected as the prime inspiration for the exhibition catalogue cover due to his adept handling of background elements and color schemes.
Figure 2
Graphic Design for shoe presentation. Magrit collection
Pati Núñez, a renowned graphic designer from Girona, specializes inbranding and packaging. She founded her studio in 1985 and won the National Design Award in 2007, making history as the first woman to do so. Alongside her design career, she teaches Yoga and Chi Kung.Her elegant style and market foresight have left a lasting impact on the industry (Nuñes, 2024).
This approach for the catalogue is highly favorable. Our objectiveis to showcase the dresses prominently at the center, devoid of any extraneous elements, against a pristine white backdrop.
Figure 3
Graphic Design for books. Cult room
Isidro Ferrer, a versatile artist based in Huesca, is celebrated for his work in graphic design and illustration. His award-winning editorial illustrations include “El vuelo de la razón” (1993) and “Una casa para
el abuelo” (2003, 2006). With a penchant for the unconventional, Ferrer’s art has been showcased globally, reflecting his unique style and imaginative flair (Ferrer, 2024).
The book covers provided inspiration and guidance in our cover design process. We aimed for a minimalist aesthetic.
Finding the right path
Naming Strategy
I conducted a comprehensive sector analysis within the fashion industry to understand our competitors’ branding strategies. My research revealed that most high-profile brands use the founder’s last name as their brand name. Following this insight, I decided to adopt this strategy by using Marielle Perri’s last name, thus creating the brand name “Perri.”
Armani – Giorgio ARMANI
Dior – Christian DIOR
Hermés – Thierry HERMÈS
Prada – Mario PRADA
Gucci – Guccio GUCCI
Perri – Marielle PERRI
Logo Development
Moving forward with my logo design, I observed that many successful brands use a logotype approach. This method ensures longevity, providing a timeless and enduring logo. In choosing the appropriate font, we carefully considered several options and determined that a sans-serif font best aligns with our brand’s simplicity and modernity. This choice not only enhances the logo’s legibility but also ensures its versatility, making it easily reproducible across various surfaces.
Sketches
Building the graphic universe
Exploring the technical aspects
Color
Minimalism and elegance are paramount values for Perri, advocating for the predominant use of neutral colors.
The primary hue, Pantone Black C, serves as the cornerstone of the brand’s visual identity, encompassing the entirety of its logo.
Pantone Black C
RGB: 45, 41, 38
CMYK: 0%, 9%, 16%, 82%
Hex: #2D2926
In instances where the logo appears in its inverted form, a pristine white hue is employed instead of its standard presentation.
White
RGB: 255, 255, 255
CMYK: 0%, 0%, 0%, 0%
Hex: #FFFFFF
Logo font
Considering the core values of beauty and elegance inherent to the fashion brand, the choice of a logotype for Perri reflects the essence of elegance that represents the brand. By opting for a sans serif, clean and timeless typographic design, we honor the brand’s commitment to elegance and professionalism. This approach ensures a sleek and cohesive visual identity while also communicating a sense of refinement and clarity to the audience.
The font used as the base for the logo is Acumin Pro SemiCondensed Black.
General typography
To maintain consistency across platforms and promotional materials, we selected the "Helvetica Regular" typeface for its neutral appearance and highly legible glyphs. This classic, sans-serif typeface, originating in 1957, has remained iconic over the years.
Sustainability at the Core
Materials
Cotton
The clothes are primarily made from cotton, a natural fiber that allows the skin to breathe and ensures comfort.
Recycled Paper
Perri uses recycled paper to create various products, such as our eco-friendly paper bags, helping to reduce the carbon footprint of our company.
I’ve designed a special label to accompany the clothing, highlighting the sustainable materials that are used. Each label features the name of the material in bold and large letters, along with a brief description. Additionally, the label includes the official EU eco-product logo to signify our commitment to environmental responsibility.
PERRI's Launch Event Preparation
Fashion show
Venue:
- Palacio de los Córdova, Granada
Theme:
- Blend timeless elegance with modern sustainability, highlighting how luxury and environmental responsibility can coexist.
Event Details:
1.Promotional materials:
- Invitations and promotional materials are made using recycled
paper and cardboard as much as possible to convey the idea of an eco-friendly event
2.Decorations:
- Use locally sourced, biodegradable, and reusable materials like
wood, hemp or recycled aluminum to reduce the carbon footprint
- Incorporate living plants and flowers that can be replanted post-
even in order to incorporate the elegance of the brand Perri with the beauty of nature
- Utilize LED lighting to reduce energy consumption.
3.Fashion Show:
- Set up an eco-friendly runway with sustainable materials like bamboo or reclaimed wood.
- Highlight the sustainability aspects of the wedding dresses (e.g., ethically sourced fabrics, natural dyes, fair trade labor).
- Include a segment showcasing the process of making the dresses to emphasize transparency and sustainability.
4.Refreshments:
- Serve organic, locally sourced food and beverages. In addition to the eco aspect this would bring, this activity supports local small businesses - Use compostable or reusable dishware and cutlery. Compostable dishware is usually made out of sugarcane bagasse or paper - Provide a water station with glassware instead of plastic bottles to reduce the use of plastic
5.Activities:
- Include workshops on sustainable fashion, such as upcycling
old garments or choosing eco-friendly fabrics. Teach people how they can repurpose their old garments.
- Organize a panel discussion with fashion designers, sustainability experts, and environmental activists.
6.Gifts and Favors:
- Offer guests a discount on the wedding dress collection if they
bring a piece of clothing to recycle.
7.Waste Management:
- Set up clearly labeled recycling and compost bins throughout
the venue.
- Partner with local organizations to donate any leftover food
and materials.
8.Media and Marketing:
- Use social media to promote the event, highlighting the sustainable aspects.
9.Post-Event:
- Share a report on the event’s sustainability efforts and impact, such as the amount of waste diverted from landfills or carbon offset measures taken.
By integrating these elements, the Green Elegance Gala will not only showcase the wedding dress collection in a luxurious setting but also demonstrate a commitment to sustainability, leaving a lasting impression on guests and the industry.
Conclusion
In conclusion, PERRI seamlessly combines professionalism, attention to detail, and environmental care to create unforgettable wedding experiences and exquisite wedding dresses. Through careful research and strategic branding, PERRI’s minimalist yet sophisticated design ethos is embodied in its logo and promotional materials, ensuring a consistent and elegant presence in the fashion industry.
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