The Wedding Tree is the home of the Original Drop-Top Guest Book and boasts a beautiful collection of bespoke wedding favours and furnishings. In February 2015 they approached Sixth Story with a request to give their brand the kind of lift which would reflect the quality of their products and pit them against the best in the business.
After meeting with Richard – of parent company Oak & Ford – we were left with the task of developing a brand in time for what is arguably their biggest exhibition of the year; The National Wedding Show, at the Birmingham NEC. Not only did this mean that Sixth Story now had to get straight to the drawing board, but in doing so we knew we would be in competition with the likes of Debenhams and John Lewis.
The brief stipulated that The Wedding Tree brand had to be instantly recognisable, reflect their values, yet maintain familiarity within the wedding market. Our first port of call was the competition. Our research included an examination of who was out there, who was doing well, and how they were doing it – bringing to light an old adage of which were quickly becoming savvy to that, “if it ain’t broke, don’t fix it”. There was a reason for the similarities between their competitor brands’ look and feel in that they had adopted a style that was instantly identifiable within this particular market, and so we had to identify The Wedding Tree’s unfair advantage and play to that strength.
The Wedding Tree’s biggest seller is their Drop Top Guest Book, something of a unique approach to the typical wedding guestbook, to be written and doodled on, and a forever keepsake. Hand-drawn messages were the key and so we eschewed the standard script fonts to offer a little nostalgic flair of shabby chic wedding decor, give the brand presence, elevate the craft and reflect the character of the products. Where we arrived from there is a brand that is jovial, approachable, crafty and professional. It appears handmade but not unfinished, bespoke yet familiar, and is full of personality without being too ‘out there’. We created a brand which pays homage to the craftsmen behind the product, and engages the connoisseurs and wider public.