Délani

Projecting Royalty Through Fashion

Délani is a brand rooted in the essence of luxury, class, simplicity, and nesse, using a curated
range of fabrics to create timeless ready-to-wear outts that suit diverse occasions. The brand
aims to empower every woman to exude royalty and condence in her appearance, making
fashion not just an expression but a statement.

Approach

We approached Délani's identity design with the goal of encapsulating its regal essence while maintaining a modern, accessible appeal. This was achieved by building a comprehensive design system, a cohesive tone of voice, and a campaign style that resonates deeply with thebrand's audience.

Brand Identity Design

Délani's logo icon is a rened and meaningful construct, designed to reect the brand's purpose and Yoruba roots while creating a visually striking emblem. The key elements of the icon are.

Representation: The firrst letter of the brand’s name, symbolizing délani's foundation and identity.

The Letter "D"

Signicance: As the first visual cue, it reinforces brand recognition and creates a bold, memorable impact.

Functionality: This second letter completes the rst syllable of the brand’s name, creating a harmonious connection between the phonetics of the name and its visual representation.

The Letter "E"

Cultural Relevance: It highlights the importance of syllables in Yoruba linguistics, reecting délani's roots while modernizing it for a global audience.

The Emphasis Mark

Purpose: The mark at the top is a visual representation of the intonation and pronunciation of ‘Délani’ in Yoruba, staying true to the brand’s cultural origins.

Impact: It adds a layer of sophistication and storytelling, giving the logo a unique, authentic character that strengthens its connection to the brand’s heritage.

Design System

The design system was built to ensure consistency and recognizability across all brand touchpoints

Colors

A regal palette that emphasizes luxury and simplicity, blending soft tones with rich accents to reect elegance.

Typography

Modern, clean typefaces that exude condence and nesse while ensuring readability and approachability.

Visual Style

Sophisticated yet minimal visuals, aligning with Delani’s promise of class and renement.

Tone of Voice

Délani's tone of voice was crafted to speak directly to women who desire to embrace their royalty through fashion. It is:

Empowering

Encouraging women to see themselves as regal and deserving of luxury.

Elegant

Using polished and sophisticated language to match the brand’s aesthetic.

Approachable

Maintaining simplicity to connect with women of diverse backgrounds and preferences.

Campaign Style

The campaign strategy highlights versatility and empowerment, showcasing how Delani outts seamlessly transition between occasions while maintaining a sense of royalty.

Campaigns focus on the elegance and nesse of women wearing Delani pieces, projecting condence and grace.

Featuring Yoruba and broader Nigerian inuences, reinforcing authenticity and cultural pride.

Délani's brand identity is a perfect balance of cultural authenticity, modern elegance, and functional design, ensuring it stands out in the competitive fashion market. The logo icon’s combination of letters and cultural emphasis tells a story that goes beyond aesthetics, connecting deeply with the brand's mission to make every woman feel like royalty. This cohesive system positions Delani as a timeless luxury fashion brand, ready to make an impact globally.

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