Wed2b
Creating a wedding brand to suit modern brides
The brief
The wedding sector is a fast-changing landscape – given this Wed2B came to us wanting to ensure their identity reflected the new and changing trends and consumer attitudes of their target audience.
Insights
While 2020 and 2021 were disastrous for the global wedding industry, as the pandemic drew to a close experts forecasted a wedding boom with an expected 20-25% increase in wedding venue bookings and spending, predicted to rise further. There is an increased demand for services in this sector, and brands must respond to recent trends and changes.
We uncovered important considerations at each end of the spectrum including sustainability, budget, and ‘insta—worthy’ celebrations.
Methodology
Through secondary research we uncovered important considerations at each end of the spectrum including sustainability, budget, ‘insta—worthy’ celebrations, personalised touches for both couples and extended families, and wedding dresses which can perform a number of functions.
Plotting each brand respective of their identity on a brand positioning axis revealed a gap in the market for Wed2B to pursue an identity that sat midway between a contemporary and traditional feel, and offered a service and product that felt really accessible.
The results
We identified a real opportunity for change – one which wasn’t made up of clichés. Weddings have clearly diversified, and by being authentic, bold, and varied Wed2B can differentiate in the market. The research here allowed us to develop a creative brief to refresh and modernise the Wed2B identity , to feel current and relevant to modern brides.
