Name of Love was born out of a desire to bring more beauty to the bridesmaid experience. An innovative online store and platform for wedding planning, the website allows brides and bridesmaids to create and participate in online showrooms.

Its visual identity, designed by Lotta Nieminen, is a contemporary interpretation of the bridal theme, with handwritten notes sparingly added to bring a personal tone of voice. ‘To embody the same contemporary point of view, the brand imagery took a romantic but modern approach to showcase the brand’s curated collection of bridesmaids’ dresses. The editorial campaign expands on the soft hues of the visual identity’s color palette, while a set of still life imagery represents the eight signature colors each dress style comes in.’