NERIDA

visual identity
brand positioning
voice + messaging
graphic design
social + launch assets
video editing
web design
web development

This project came to us directly through NERIDA's founder Cerys Matthews, when she was preparing to launch her own UK-based fashion brand. As MAVE’s first international client, the project was a chance to build an identity from the ground up: one that reflected both the brand's values and the vision. Cerys already had a following, and the goal was to create a brand that would resonate with her existing supporters while also reaching a younger audience. At its core, NERIDA needed to celebrate inclusivity, encourage slower fashion, and position capsule wardrobes as both stylish and sustainable.

We partnered with NERIDA on a comprehensive brand identity and digital launch. Deliverables included logo development, color palette, typography system, voice and messaging, and a full website design. To support the launch, we created pre-launch and social media assets, including profile designs, video content, and branded posts that articulated NERIDA's ethos: “Style for every body” and “A new kind of capsule collection.”

This wasn’t just about creating a look—it was about developing a brand language that resonated across platforms and could stand confidently in a competitive fashion space.

We explored a few concepts...

In shaping NERIDA's identity, we explored a spectrum of styles—from soft, earthy palettes that echo the natural ease of capsule dressing, to more polished, high-contrast treatments that speak to modern sophistication. We tested elegant display typefaces against pared-back sans serifs, and played with combinations that balanced warmth, confidence, and timelessness. Each concept was designed to capture a different facet of the brand’s personality, giving space to see how inclusivity, versatility, and style could be expressed in distinct but complementary ways.”

The logo was crafted to embody inclusivity, with letterforms that subtly transition from heavier to thinner weights, symbolizing flexibility and range. The palette leaned into super-neutrals—cream, taupe, sand, stone, and charcoal—with earthy undertones that brought warmth. These tones weren’t only timeless; they also ensured that NERIDA's clothing took center stage online and in campaigns, avoiding competition with overly bold brand colors.

Typography paired a modern serif with a clean sans serif, striking a balance of sophistication and accessibility. The system was intentionally minimal, reinforcing NERIDA's positioning as modern with soul—elevated yet approachable, polished yet effortless. The label offers a warm, aphoristic tone that feels inclusive and confident.

In the week leading up to launch, we built out a suite of content that brought the brand to life across social—pairing polished product photography with short-form video, subtle animations, and lifestyle imagery. These assets worked together to showcase the collection’s movement, texture, and versatility while creating a consistent visual rhythm that carried NERIDA's identity seamlessly from the website into the social space.

Together, these elements created a cohesive brand and digital presence, supported by a Shopify-powered site that gave NERIDA a scalable platform to manage collections and inventory. From logo to website to launch campaigns, the brand positioned itself as more than a fashion label: a voice for size inclusivity, sustainability, and enduring style. For MAVE, NERIDA marked an exciting milestone as our first international client — proof that our model of blending strategy, design, and launch support scales across borders.

Launch day wasn’t just possible, it was powerful with over 1,000 visitors to the site in the first hour.

Working with MAVE was absolutely integral to bringing NERIDA to life. They jumped in just days before our store launch and somehow managed to deliver a full brand identity and website that felt polished, professional, and totally us. Their speed and attention to detail made the launch less stressful and seamless—and I couldn’t imagine having done it without them.

Cerys Matthews

Owner, NERIDA