Branding identity, Web design, Photography, Fashion Styling, Videography, Marketing Strategy, Social media stratergy
Lilly Creates is a Lebanon-based online retailer of handmade premium jewellery. They first approached Jelingu for some luxury fashion branding, keen to take their locally successful jewellery business in Beirut, into the European fashion and accessories market. We worked with the company to shape their identity into a premium brand, and rewrote their intangibles such as their brand story, vision and values.
The campaign’s vision concentrated on the union between the West and the Middle East to form a beautiful concept — Lebanese aesthetics meeting London fashion branding. By using silky and delicate fabrics for sultry and elegant vibes, the colour palette we chose were neutral tones with some bronzes, olive greens and sax blues for a delightful burst of colour. We kept patterns minimal to avoid overcrowding and deterring focus from the product itself.
Thus, we prevented the potential pitfall of a festival feel, though with some items there is a thin line between the arabesque style and the flirty sheer festival attire. We wanted the models to have natural hair and makeup to complement the neutral tones and graceful luxury fashion designs of the jewellery.
Although the company is owned in the Middle East, we maintained efficient contact to work closely together with the creative director of Lilly Creates, ensuring we incorporated her vision in video shoot form, so the authenticity of a family-run business is displayed within the campaign.
The website was arguably one of main focal points within this project as it would be the online store to the company.
The site’s look, feel and visual design needed to communicate the brand’s message and story, and most importantly account for a great % of the Lilly Creates sales in the luxury fashion market.
We focused on creating a site that was minimalistic, modern in design but also fashionable. Our designers worked to give the site a middle eastern ambiance to incorporate the Lebanese heritage. We based the design around a fashion editorial look book to give the brand a more high-end fashion feel, and employed light tone colours to elaborate a feminine and friendly vibe.