Ani and Wren

For almost 10 years, Ani and Wren have been the go-to fashion boutique for expectant mothers. Over the years, founders Lani (Ani) and Lauren (Wren) saw their buyers evolve to include women of all ages, prompting the duo to shift their focus away from a strictly maternity offering. To mark a new era for the brand, Ani and Wren needed a new visual identity that felt accessible yet aspirational to the contemporary woman, with or without kids.

The new identity allows Ani and Wren to look and sound like the "cool big sister" figure they are to the modern woman searching for curated fashion and styling tips. Ani and Wren's mission is to make style simple. A neutral palette with a pop of colour, chic packaging, aspirational styling, and authentic messaging bring to life the bold new attitude of the brand. The new icon celebrates the parternship of sister-in-law founders Lauren and Lani that remain at the heart of the company.

Ani and Wren

For almost 10 years, Ani and Wren have been the go-to fashion boutique for expectant mothers. Over the years, founders Lani (Ani) and Lauren (Wren) saw their buyers evolve to include women of all ages, prompting the duo to shift their focus away from a strictly maternity offering. To mark a new era for the brand, Ani and Wren needed a new visual identity that felt accessible yet aspirational to the contemporary woman, with or without kids.

The new identity allows Ani and Wren to look and sound like the "cool big sister" figure they are to the modern woman searching for curated fashion and styling tips. Ani and Wren's mission is to make style simple. A neutral palette with a pop of colour, chic packaging, aspirational styling, and authentic messaging bring to life the bold new attitude of the brand. The new icon celebrates the parternship of sister-in-law founders Lauren and Lani that remain at the heart of the company.

 

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With such a strong connection to their community, it was important for Lani and Lauren to continue providing styling tips wherever possible, especially as they shift their company to an exclusively-online platform. These handtags offer up pairing suggestions to garments that buyers might find hard to style.

With such a strong connection to their community, it was important for Lani and Lauren to continue providing styling tips wherever possible, especially as they shift their company to an exclusively-online platform.

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With the launch of the rebrand, Ani and Wren developed their own in-house brand that is just as stylish as their curated selection. 

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Freelance Project, 2021
Created with Band of Others
Model Photography by Louisa Nicolaou