Ari by Tafari

The Client

Project Scope

Ari by Tafari, an extension of the parent company Tafari, is the brainchild of the founder Val. Specializing in custom wedding gowns, Ari by Tafari offers a unique, therapeutic journey from concept to creation, ensuring every bride's vision is impeccably brought to life.

Val's commitment to personal connection, affordability, and timely delivery has distinguished the brand in a competitive marketplace.

Brand Strategy:
→ 5P: Purpose, Promise, Principles, Personality, Proof
→ Customer Segmentation, Acquisition, and Journey
→ Competitor Analysis
→ Positioning and Differentiation

Brand Identity:
→ Visual Identity: Logo, Colors, Fonts
→ Guidelines: Comprehensive Brand Guidelines

Brand Implementation:
→ Social Media Banners
→ Documentation: Letterheads
→ Business Cards

The Problem

The Solution

While Ari by Tafari was already creating memorable experiences through personalized gown creation, they faced a challenge in outreach and brand visibility.

Potential clients were not fully aware of the intricacies and value of Ari's custom gown services, nor were they effectively guided through the customer journey from awareness to advocacy.

We embraced the challenge, elevating Ari's brand strategy to enhance visibility and connection with potential clients. The logo, a whimsical script set in Tafari Persian Plum with a luxurious gold underline, anchors the brand's visual identity, symbolizing a blend of creativity and professionalism. The visual strategy, infused with the same colors of aspiration and luxury found in the logo, was carried through to the development of a look book and tangible fabric samples, providing a tactile and engaging experience for clients.

Our strategic approach extended to enhancing the brand's digital presence. A refined Instagram strategy amplified the brand's visibility, showcasing the custom gown process and the personal stories behind each creation. This not only attracted a larger audience but also fostered a sense of community and trust in the brand. By addressing the previously identified gaps in the customer journey, we have successfully positioned Ari by Tafari as not just a choice, but a cherished partner in the bridal experience, delivering not only a gown but a dream realized.

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