The ask
Dimplery had a distinctive product aesthetic but no structured identity behind it: no defined logo rules, no fixed palette, no typographic system. As the brand's range grew across everyday essentials, occasion wear, kids' pieces, and seasonal launches, that gap started to show. Every new designer, every new campaign, was making its own call on what Dimplery was supposed to look like. The brief was a single system disciplined enough to hold all of it together, without losing the simplicity and elegance the product itself was built on.
The approach
We built the identity from the logomark outward, then wrote down the rules that keep it consistent once other hands are using it. The logomark is a butterfly rendered entirely from a faceted, gem-cut pattern, a direct visual link to the product itself. The wordmark carries the same logic at a smaller scale: the dot on the i in DIMPLERY is a diamond, not a dot. The system includes three accessibility-driven logo colourways, a secondary icon-only unit, a six-colour named palette locked to hex values (Mahogany, Earth, Tobacco, Mountain, Sand, Vanilla), and a two-typeface hierarchy: Helvetica Neue for functional surfaces, a serif reserved for the wordmark and the slogan Own Your Shine. The guide closes with explicit misuse rules so the system is enforceable day to day.
Why it matters
The test of a brand guideline isn't the deck. It's whether a designer who's never spoken to the founders can still produce something that's unmistakably Dimplery. That's what this system is built for: specific enough to be enforceable (exact hex codes, exact typefaces, exact don'ts), simple enough to survive contact with a fast-moving D2C calendar of seasonal drops and campaigns. As Dimplery put it: the new brand guidelines have become the foundation of their creative process, enabling every campaign to ship with consistency, confidence, and a premium visual identity.
The path to launch
- 01 Primary logomark (3 colourways)
- 02 Secondary icon-only unit
- 03 6-colour named palette with hex
- 04 Two-typeface hierarchy (functional + voice)
- 05 Slogan lockup & placement rules
- 06 Explicit misuse rules
Outcome
- 1 system Complete brand guide delivered
- 6 Named palette colours with locked hex values
