Heart-a-Flutter, an independent bridal studio in East London known for its diverse designer curation, invited Formroom to update their branding to better represent their evolving values.


With a commitment to diversity, female empowerment and ‘real’ brides and love-stories, Heart-A-Flutter wanted to refresh their branding in a way that better reflected how they see themselves: a bridal studio with a unique offering for brides seeking something different. With intimate, appointment only fitting experiences and a vibrant East London location, Heart-A-Flutter was keen to see their brand reinvented in a way that felt more ‘them’.




Our mission when developing the new brand was to encapsulate the brand’s essence of ‘fuss-free glamour.’ Heart-a-Flutter’s commitment to offering one-of-a-kind, unconventional wedding attire was at the forefront of our design journey, alongside core brand commitments to empowerment, diversity and inclusion. A sense of realism and authenticity also had to shine through in the brand communications – elegance with a contemporary twist.

We developed a brand strategy that embodied the essence of these key values, with a punchy and fresh execution. Vibrant accents of orange and lilac became key to the visual identity, communicating a bold, youthful spirit.

To visually narrate the Heart-a-Flutter story, we adopted a contemporary editorial photography style with a focus on real, diverse brides. This style aimed to capture the essence of modern romance, and also celebrate the authenticity and beauty of every bride.

The brand’s new look features painterly graphics, reminiscent of an artist’s brush strokes, and an organic, refined typeface to add a touch of timeless elegance. Light and shadow play became a prominent element across all brand imagery.


We were pleased to deliver comprehensive brand guidelines, including art working for brand collateral, a new online and social media treatment, a carefully crafted tone of voice, and creative direction for Heart-a-Flutter. The brand feels refreshed, refocused on key values and ready for a new chapter – welcoming all brides, and embracing the unconventional.

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