Usama ZahidBrand to URL
Usama ZahidBrand to URL
Work / BegumCase study, brand identityusamazahid.design

Begum.A bridal identity drawnfrom Mughal ornament.

A Brand-to-URL project for a Pakistani bridal brand. Identity, a custom pattern, guidelines, web, social, print and development, as one system.

ClientBegum, a bridal brand in Pakistan
RoleBrand identity and web
ScopeIdentity, pattern, guidelines, web, social, print
DeliveryBrand-to-URL
38-slide brand guidelinesOne system, brand to URL
OverviewThe brief

A bridal brand that looks as crafted as its work.

Client
Begum, a bridal brand in Pakistan
Role
Brand identity and web
Scope
Strategy, identity, custom pattern, guidelines, web, social, print, development
Delivery
Brand-to-URL, one system
The challenge

An identity as crafted as the garments

A bridal brand needed an identity and a website that felt as considered as its work.

The idea

Mughal ornament, made usable

Draw from Mughal ornament and build it into a system a small team can use every day.

The outcome

Brand to URL

Identity, a custom pattern, 38-slide guidelines, web, social, print and development.

StrategyWhere the brand sits

Heritage, held with restraint.

  • Heritage
  • Craft
  • Warmth
  • Ceremony
  • Restraint
HeritageCraftWarmthCeremonyRestraint

Moodboard: arches, lattice, flowers and a garnet and gold palette.

TraditionalContemporaryOrnateRestrainedIntimateGrandPlayfulSeriousWhere the brand sits

Brand scales: traditional but fresh, ornate but restrained, intimate rather than grand.

Colour and typeGarnet, gold and a serif voice

A palette from the atelier.

Garnet#5A1626Gold leaf#C8A24AIvory#F6EFE3Emerald#1F4B3CBlush#E9CFC4Proportion in useGarnet and ivory carry the brand. Gold leaf is used sparingly, like a thread of zari.
AaDisplay serif, italicHeirloom bridal wear,made to be kept.AaSans-serif, 700 / 500 / 400Collections, sizing and careHand-finished in small batches, with fabricchosen for the weight of the occasion.Headline 48 / Subhead 28 / Body 16 / Label 12
PatternA custom Mughal-inspired pattern

One motif, many colourways.

The motif: an eight-petal flower inside a diamond latticeGarnet and goldIvory and goldEmerald and goldIvory and garnetUsed as a border, a band or a full surface
ApplicationsPrint, packaging and social

The system in use.

BegumBRIDAL WEARBegumhello@begum.exampleLahore, PakistanBegum

Stationery: business card, letterhead and contact details.

BegumBegumBRIDAL WEARB

Packaging: gift box, shopping bag, tissue and tag.

BegumThe weddingcollectionNow in studioBegumNew arrivalsShopPost templates and stories, built from one systemSquare postsStory templatesProfile and cover images

Social: post templates, a story and profile images.

GuidelinesA slide-format brand book
38slides of brand guidelines
BegumBrand guidelines01
Cover
LogoBegumBRIDAL WEARBegumBClear space equals the heightof the arch, on every side.05
Logo
ColourGarnet and ivory lead. Gold leaf in small touches.09
Colour
TypographyAaAaDisplay serif, italicSans-serif, boldHeirloom bridal wear, made to be kept.12
Typography
Pattern16
Pattern
SocialThe weddingcollection28
Social

A selection of slides from the guidelines, which explain how to use every part of the identity.

WebFrom brand to live URL

The identity, built into the website.

begum.exampleBegumCollectionsBridalAtelierStoriesVisitBookHeirloom bridal wear,made to be kept.Hand-finished pieces, designed for the day and for generations after.View collectionsThe collectionsSee allZarinaBridal, hand finishedNoorBridal, hand finishedMehrBridal, hand finishedSairaBridal, hand finished
9:41BegumHeirloom bridalwear, made to be kept.View collectionsThe collectionsZarinaNoor

The website uses the same arch, pattern and palette, on desktop and on mobile.

The resultA complete Brand-to-URL delivery
38

slides of brand guidelines

So any designer or developer can apply the identity correctly.

7

deliverables, one system

  • Identity
  • Custom pattern
  • Guidelines
  • Web
  • Social
  • Print
  • Development
What guided itThree design principles
Principle one

Ornament with a purpose

Every motif in the identity comes from one flower and one arch, so decoration always means something.

Principle two

A system, not a logo

The mark, the pattern, the colours and the type work together, on a box, a post and a website.

Principle three

Restraint is luxury

Gold appears in small touches, like a thread of zari, so it keeps its value.

Next projectBrand identity
Brand identity

Codestreaks

An identity designed to be recognised quickly and trusted on first contact, with a 127% increase in brand recognition.

See all work →
Start a projectFig. 06. Direct with the founder

Four weeks from brand to live URL.

Brand identity and a production-ready website, delivered together as one system. Direct communication with the founder who designs the system and writes the code.

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Or write directly: hello.usamazahid@gmail.com