WEDDING DRESS PREVIEW

Helping brides quiet doubt before they decide

Brand Guideline Deck
⸻
1. BRAND ESSENCE

Brand Essence

Brand Name: Wedding Dress Preview

Category: Bridal / Decision Support

Core Role: Emotional clarity before commitment

Brand Essence (one sentence)
Helping brides quiet doubt before they decide.
2. BRAND PURPOSE

Brand Purpose

Why we exist
Choosing a wedding dress is emotional, expensive, and often overwhelming.
We exist to remove uncertainty — not by adding options, but by offering clarity.

This is not about replacing fittings.
It's about helping brides arrive at them calmer, clearer, and more confident.

3. BRAND POSITIONING

Brand Positioning

What we are
  • A calm decision-support tool
  • A private space for visual certainty
  • A moment of reassurance before commitment
What we are not
  • A trend-driven bridal brand
  • A "tech innovation" company
  • A loud, persuasive sales tool
4. CORE EMOTION

Core Emotion

Primary emotion: Relief

Secondary emotions: Calm confidence, trust, reassurance

"I can breathe again."
"Now I know."
"This feels right."
5. BRAND VOICE & TONE

Brand Voice & Tone

Overall tone

  • Soft
  • Assured
  • Considered
  • Never pushy

Voice characteristics

  • Calm, not excited
  • Reassuring, not convincing
  • Clear, not clever

Language rules

  • Short sentences
  • Low emotional volume
  • No hype words
6. WORDS WE USE

Words We Use

Core verbs

  • See
  • Preview
  • Sense
  • Decide
  • Commit

Supporting words

  • Calm
  • Clarity
  • Before
  • Confidence
  • Quiet
7. WORDS WE NEVER USE

Words We Never Use

  • Revolutionary
  • Game-changing
  • Disrupting
  • Perfect dress
  • Must-have
  • Download now
  • Hurry
8. BRAND MANIFESTO (SHORT)

Brand Manifesto

This is not about choosing faster.

It's about choosing calmer.

About seeing clearly before committing emotionally.

About removing doubt, not adding pressure.

A quiet moment before a big decision.
9. CONTENT STRATEGY OVERVIEW

Content Strategy Overview

Two-layer brand system

Reels = Growth Engine
Feed = Brand Proof

They serve different purposes and must never look the same.

10. REELS GUIDELINES (GROWTH)

Reels Guidelines (Growth)

Role of Reels

  • Capture attention
  • Spark curiosity
  • Drive traffic to the profile

Reels can be:

  • Fast
  • Emotional
  • POV-based
  • AI-driven
  • Slightly chaotic (but aesthetic)

Reels must:

  • Hook within 1 second
  • Feel personal
  • Be understandable without sound
  • Never explain everything

Reels must NOT:

  • Carry the full brand
  • Feel corporate
  • Explain features in detail
11. FEED GUIDELINES (PREMIUM)

Feed Guidelines (Premium)

Role of Feed

  • Build trust
  • Establish taste
  • Signal quality and intention

Feed content pillars

A) Editorial Stillness (≈60%)

  • Calm imagery
  • Minimal text
  • Soft light
  • No CTA

Example image text:

  • "See it. Then decide."
  • "Clarity before commitment."

B) Quiet Social Proof (≈25%)

  • Anonymized quotes
  • Subtle testimonials
  • No metrics, no hype

Example:
"I finally stopped overthinking."

C) Soft Product Presence (≈15%)

  • Clean UI moments
  • No arrows, no circles
  • Slow pacing
12. VISUAL IDENTITY

Visual Identity

Overall look

  • Editorial
  • Minimal
  • Soft contrast
  • Calm luxury

Imagery style

  • Natural light
  • Stillness over motion
  • Emotion without exaggeration

Avoid:

  • Over-posed influencer shots
  • Harsh filters
  • Heavy saturation
13. COLOR PALETTE

Color Palette

Soft Ivory / Warm White
#F7F5F2
Primary background
Warm Greige
#D6D1CB
Secondary backgrounds
Soft Taupe
#A89F96
Accent color
Charcoal Black
#1F1F1F
Text color

Colors should never shout.
They should support calm.

14. TYPOGRAPHY

Typography

Headings

  • Elegant serif (Cormorant / Playfair / similar)
  • Light to regular weight

Body text

  • Clean sans-serif
  • Neutral, readable
  • No decorative styles

Avoid:

  • Script fonts
  • Trendy display fonts
  • Heavy bold weights
15. DOS & DON'TS

Dos & Don'ts

DO
  • Keep space in layouts
  • Let images breathe
  • Use silence as design
  • Trust minimal copy
DON'T
  • Overexplain
  • Add urgency
  • Push sales language
  • Stack CTAs
16. BIO & MICRO-COPY GUIDELINES

Bio & Micro-Copy Guidelines

Instagram bio example

See the dress on you
before you decide 🤍

Designed for calm decisions

CTA language

  • "See the dress on you"
  • "Preview before you choose"
  • "Decide without doubt"

Never:

  • "Buy now"
  • "Limited time"
  • "Don't miss out"
17. FINAL BRAND RULE

Final Brand Rule

If it feels like it's trying to convince someone —
it's not on brand.

If it feels like it gives permission to decide —
it is.