brand reveal: love, amarie | new jersey heirloom products

When I first met Andrea (the SUPER talented lady behind Love, Amarie) at Creative at Heart Round 8, I knew we would be fast friends! She’s incredibly friendly, driven, and so easy going, and I had a true blast getting to know her even better through her brand design process. Love, Amarie was founded in 2005 and offers a variety of handmade products, most notably her custom bridal clutches which are breathtakingly detailed and beautiful!

Love, Amarie Custom Handmade Wedding Clutches Brand and Logo Design by Kindly by Kelsea

Andrea’s brand has grown at a rapid pace since she first launched her custom heirloom clutches, but her previous design left much to be desired. It was loud, informal, and (quite frankly) looked nothing like the beautiful products she creates. Before even designing, we immediately decided to make two simple changes to her overall brand:

  1. Adjusting her brand name slightly from Love Amarie to Love, Amarie. Though small, this little difference makes her brand feel like a love letter to her clients, and brides anxiously awaiting the most romantic day of their lives feel an immediate connection to her.

  2. Adding a clarifying tagline “Bespoke Goods and Heirlooms” represent the large majority of the products she creates and appeal to the memory-treasuring client she desires.

When it came to inspiration, we wanted her color palette to be a strong balance of soft and rich. Delicate pinks and soft French blues are offset by a striking navy and moody Merlot to give her brand a bit of depth. This color palette also allows Andrea to bridge her various offerings by not focusing solely on her wedding-inspired goods.

Love, Amarie Custom Handmade Wedding Clutches Brand and Logo Design by Kindly by Kelsea
Love, Amarie Custom Handmade Wedding Clutches Brand and Mood Board Design by Kindly by Kelsea

Knowing her ideal client’s tendencies and inclinations, we opted for a loose monogram-style crest using her prominent letters “L” and “A” in Andrea’s own beautiful writing! We accented the design with simple Gardenia illustrations, which hold special meaning for Andrea, as they were the flowers in her grandmother’s wedding bouquet. These special details specifically cater to a client who values the little things in life, like a handwritten note or a special meal on their family china. For her brand patterns, I wanted to play up the special work Andrea does with lace but gave it a bit of “punch” with her deeper purple-tone colors.

Love, Amarie Custom Handmade Wedding Clutches Brand and Logo Design by Kindly by Kelsea
Love, Amarie Custom Handmade Wedding Clutches Brand and Pattern Design by Kindly by Kelsea
Love, Amarie Custom Handmade Wedding Clutches Brand and Logo Design by Kindly by Kelsea
Love, Amarie Custom Handmade Wedding Clutches Brand and Logo Design by Kindly by Kelsea
Love, Amarie Custom Handmade Wedding Clutches Brand and Logo Design by Kindly by Kelsea

I say it every time, but this is truly one of my favorite brands to date, and I’m so honored to have been a part of her big rebrand! Be sure to take a look at her brand new website and shop these heirloom goodies yourself!

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Have a great week, friends!

Kindly,

Kelsea