Brand Identity
The Brief
Toast Films is a luxury wedding film studio evolving into a more elevated, international and design-led space. Founder Chris Pavey wanted the brand to reflect the true depth of Toast’s work: emotionally rich, bold and unmistakably distinctive, without relying on the familiar clichés of the wedding industry.The brief was to build a cohesive brand and film identity system that could live seamlessly across moving image, titles, social content and digital touchpoints. This included a new logo suite, a refined visual language, custom film titles and motion templates, and a sub-brands for Instagram, Camcorder Cuts Postcards, designed to extend the Toast world across different moods and formats.At its core, the project was about giving Toast a clear, confident creative language that could support its next phase of growth into destination work, stronger planner relationships and higher-end collaborations.
The Challenge
Toast operates in a highly saturated luxury wedding market, where many competitors lean heavily on the same visual formulas: slow motion, romantic soundtracks and soft, sentimental aesthetics. While Toast’s films already carried emotional depth and craft, the brand itself lacked a unified system that expressed its true personality across all outputs.The challenge was to create a visual and motion identity that felt:
- Luxury, but never cold or aloof
- Emotionally rich, without becoming saccharine
- Bold and editorial, while remaining warm and human
- Distinctive enough to be instantly recognisable in a crowded feed
All while working fluidly across film, social and future expansion.
The Results
The new identity gave Toast a clear, recognisable creative foundation, one that now carries consistently across films, titles, social content and brand communications.The work established Toast as a confident, design-led studio with a strong emotional point of view and a visual language that supports both its artistic direction and commercial growth. The brand now feels aligned with the calibre of clients and collaborators it wants to attract, particularly within the luxury and destination wedding space.While not measured through immediate numerical KPIs, the impact is visible in the clarity, confidence and cohesion of the brand, and in the way Toast now presents itself to couples, planners and partners.Most importantly, the system created space for Toast to continue evolving without losing its core character: playful, refined, human.