A Brand Micro-Agency


Brand refresh for luxury ethical womenswear house


Beulah are a London-based luxury womenswear brand with an inspiring social mission. Founders Natasha and Lavinia saw first-hand the realities of modern day slavery and trafficking of women in India, and took it upon themselves to make a difference. Their beautiful and striking luxury collections span statement occasion dressing to resortwear. The Beulah look is timelessly elegant and romantic, but with a spirited confidence.

Beulah were living with brand guidelines that didn't fit. Studio Gomori was brought in to rationalise and re-articulate the brand position, and help refresh the brand guidelines. Having listened and absorbed the energy of the founders, the intent of the design aesthetic and the appeal to the consumer, we honed a new concept from which future marketing communications could hang. This was expressed through a re-written mission statement and brand idea. Then, a new set of brand guidelines were created, encompassing the usual brand elements such as typography, colour palette, imagery style and tone of voice, but also fashion-specific considerations such as campaign and e-commerce photography, models, poses, hair and make-up. Beulah now have a firm, meaningful foundation to work from, and the confidence to direct their future creative work.

Beulah represent another addition to Studio Gomori's portfolio of ethical fashion brands, and it's been a privilege to work with people trying to change the world for the better.