Dear Cleo

A New Brand for the Modern Bridal Party

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The new way to shop for bridesmaid dresses.

Dear Cleo is an occasion-wear brand positioned for youthful, modern bridal parties. Offering dresses made from recycled yarns.

King & Partners worked on everything from strategy and positioning, to naming and branding, then we created content, and finally launched their eCommerce site on Shopify PLUS.

Naming & Branding

Imagining hand-addressed letters and a sense of mystery, we named the brand Dear Cleo, alluding to a potential designer/founder.

With pretty typography, a gentle color palette, and soft contrast images, the branding reflects Dear Cleo’s target audience — ethereal, pretty and magical.


Guided by the brand identity, we created film and photo content to spark emotion and imagination whilst portraying the ideal target audience. We worked closely with one of our favorite photographers and directors – Harrison Boyce.

UX Design & Build on Shopify Plus

We then worked on UX/Design and built a sophisticated and scalable eCommerce experience on Shopify Plus.

The website not only serves as an introduction to the brand, positioning it to the target audience — it’s a robust digital flagship seamlessly guiding users on a path to purchase.

We developed a digital showroom allowing brides to invite their bridesmaids to an online showroom where they can present a selection of dresses, encourage bridesmaids to vote for their favorites, and order in their size. Functionality includes try before you buy, permitting customers to order several dresses and pay only for the ones they love and keep. As well, shoppers can order sample swatches.

With sophisticated technology, beautiful UX, a modular backend, and storytelling throughout, the digital flagship is a future-proofed platform to launch and scale this exciting new brand.

Technical Strategy

We seamlessly integrated with some of our preferred partners and built several custom features for an excellent customer experience:

Klaviyo for email marketing
Accentuate for custom filtering
Shoppable fabric swatches
Try before you buy
Custom showroom app