Project Overview - Veil & Vine
Veil & Vine came to Mercy & Muse with advanced bridal styling skills but a brand that positioned her like every other wedding hairstylist. She specialized in luxury, destination weddings and editorial bridal styling — but her Instagram was filled with every type of wedding, making it impossible for high-end brides to see themselves in her work. She was attracting budget-conscious brides hunting for the lowest quote, not luxury clients planning $50K+ weddings.
She needed a brand that immediately signaled exclusivity, luxury positioning, and selective clientele — one that attracted brides who understood that premium bridal expertise for their once-in-a-lifetime day commands premium investment.
Package — The Full Muse
Full Brand Strategy
Full Logo Suite
Curated Color Palette
Font System + Usage Guide
Website Design
Social Media Launch Assets
Brand Guidelines PDF
Deliverables
The Strategy
Our approach centered on positioning Veil & Vine not as "a stylist who does weddings" but as "the luxury bridal specialist for destination and high-end weddings." We built the brand around exclusivity, timeless elegance, and the understanding that your wedding day hair should be entrusted to a specialist, not a generalist.
The strategy focused on three key principles:
Selective clientele as positioning – limited wedding bookings (8-10 per year) that reinforce high demand and premium service
Destination wedding expertise – positioning travel capability and multi-day wedding experiences as specialized luxury offerings
Timeless over trendy – rejecting viral bridal trends in favor of classic, editorial elegance that won't look dated in 20 years
We developed a complete brand identity system including service structure, luxury pricing framework, visual identity, client experience design, and messaging strategy — all designed to attract brides planning high-end celebrations who value expertise over affordability.
Visual Direction
The Veil & Vine identity draws from romantic gardens, editorial bridal photography, and sophisticated simplicity.
Color Palette:
Ivory Veil (
#F7F3ED) — clean sophistication and timeless eleganceCeremony Stone (
#BFB1A3) — natural luxury and grounded refinementGarden Sage (
#98A088) — organic romance and editorial calmEternal Ink (
#252525) — contrast, modernity, high-end editorialPearl Blush (
#D6B8B0) — warmth, romance, understated femininity
Typography:
Cardo — a refined serif with editorial presence and romantic sophistication
Aileron — clean modernist sans for timeless clarity
Together, they create an atmosphere of effortless luxury — a brand that feels like natural light in a European garden, editorial yet romantic, exclusive through refined simplicity.
The Outcome
Veil & Vine now operates as a brand built for luxury brides. Her Instagram bio leads with "Luxury Bridal Specialist" and "Destination Weddings," immediately attracting high-end clients planning elevated celebrations. Her service descriptions justify $1,200+ bridal packages by emphasizing exclusivity, limited availability, and specialized expertise.
The brand attracts exactly who she wants: brides planning destination weddings, luxury venue celebrations, and multi-day wedding experiences who understand that their once-in-a-lifetime day deserves a specialist.
“I was tired of competing on price with stylists who did bridal ‘on the side.’ My expertise was built specifically for luxury weddings — destination travel, multi-day events, working with high-end photographers and planners. But my brand made me look like everyone else. Mercy & Muse gave me a brand that instantly signals ‘this is exclusive, this is luxury, this is worth the investment.’ Now I only attract brides who get it.”
From Inspiration to Action
You’ve seen what’s possible.
Now it’s your turn.
If you're ready for a brand that attracts clients who pre-book months out at premium rates — let's build it together.