Gaieté Celebrates Femininity Through Whimsical Branding

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Gaieté celebrates femininity through an elegant and happy-go-lucky personality with branding by M — N Associates. The brand has pristine and feminine packaging through soft typography, botanical illustrations, and a color palette full of whimsy. The logo's script font illuminates the brand's whimsical side on the outside of the packaging, and in combination with the yellow packaging, you can't help but feel filled with joy. Gaieté is special in that it has a unique aesthetic that stays true to daintiness and sophistication throughout its entire branding system while still keeping its extensions of the branding memorable yet exclusive.

Launched to be the fashion voice speaking up for all those hearts yearning for the delicate scent of nature and freedom plants and flowers, the inspiring gradient hues of the infinite skyline, the warming hug of morning sunlight and the gentle touch of warming tropical Vietnam breeze, where Gaieté came from.

Concept Gaieté dedicates itself to the maximal-floral details, high quality produced garments and meticulous stitching work to comfort natural lovers. Focusing mainly on e-commerce experiences to provide special caring, we took the delivery packages into account and developed into a wonderful mystery box with fine material details while market is crowded with brown carton boxes and tapes.

Through this way, the unboxing relationship becomes performative and memorable. Added to develop story, brand's logotype is a typographical customized script appropriately reflecting sophisticated yet elegant products and services and inspiring by the founder's freedom spirit.

Copywriting & Typeface The copywriting component and Wulkan Display express proposition and the philosophies of the brand across printed collaterals like business cards, flyers, packaging and digital mediums such as website and social media channels. Together, it paints detailed memorial fragments of playfulness, enthusiasm and individuality across all brand mediums.

Visualisation / Illustration Unlocking the package, we developed a series of escutcheons opening to wonderful natural worlds continuously changing comprehending with floral illustration theme. This added another visual element towards a variety of shapes and canvas into brand system.

Art Direction Suited Gaieté ideally, spontaneity and feminism play central theme for its brand story. To celebrate this, we worked with Hu Lê to create a unique aesthetic of its images, materials rather than perfectly standing still shooting. Models can freely move to show curves, details, and expressions for completing inconsistent and irregular moodboard.

Project Credits

M — N Associates