Rebel Love Co.
Rebel Love Co.
rebrand, visual identity system, event branding, social templates, custom illustrations, marketing assets, strategy foundations
the client
Rebel Love is a proudly queer-led collective revolutionising the wedding industry. From inclusive wedding photography and videography (Rebel Love Club), to the UK's first truly LGBTQ+ inclusive wedding supplier directory (Rebel Love Directory), to upcoming events and educational platforms - the brand is driven by a fierce love for community, creativity, and shaking up tradition. Created by queers, for queers, Rebel Love uplifts, celebrates, and documents all love stories without shame, judgement, or compromise.
the brief
With a growing audience and an inaugural wedding fair on the horizon, Rebel Love needed a cohesive, elevated brand identity that could stretch across its expanding sub-brands while staying true to its raw, unapologetic energy. The aim was to systemise the visual identity, reinforce messaging, and equip the team with assets that would allow them to scale confidently and consistently.
Key focuses included:
Creating a unified and dynamic visual identity across Club, Directory, Education and the Fair
Establishing a distinct tone of voice, brand expression, and core values
Producing digital and physical assets for the wedding fair, social media, and web
Positioning Rebel Love to scale — while staying deeply rooted in community and queerness
Image by Rebel Love Co.
Image by Rebel Love Co.
The approach
To bring Rebel Love’s rebellious spirit and community-first ethos to life, we began by grounding the brand in strategy by defining its vision, mission, values, purpose, and brand goals. Alongside outlining its tone of voice: fun, informal, affirming, and defiantly inclusive. Through user personas and competitor analysis, we identified Rebel Love’s unique position in the wedding industry - not just as service providers, but as culture shapers.
The typographic direction centred around Soap-Regular, modified to feel both playful and professional - echoing Rebel Love’s energetic tone and approachability. To add personality and inclusivity to the logotype, we developed a bespoke ‘R’ that symbolised support, togetherness, and radical softness and made subtle tweaks to certain letterforms to reflect the brand’s diverse audience. “Collective” was shortened in the mark to focus on usability while maintaining meaning.
Visually, we leaned into bold, joyful iconography like lightning bolts and disco balls, expanded with custom vector illustrations, adaptable patterns, and motion assets. Each design element reinforces Rebel Love’s ethos: every identity is celebrated, every connection is valid, and everyone is welcome.
To ensure cohesion across sub-brands, we developed a visual system and brand architecture that allows flexibility but never dilutes core values - allowing Rebel Love to expand, evolve and speak directly to their community across platforms, from Instagram stories to physical event banners.
Image by Rebel Love Co.
the deliverables
Brand strategy foundations: tone of voice, purpose, mission, values, voice & personality
Competitor research and user personas
Moodboards & art direction
Custom visual system for the full Rebel Love brand and sub-brands
Re-envisioned logos for Rebel Love Directory, Club, Fair & Education
Bespoke type modifications including a custom ‘R’
Social media templates
Vector illustrations, character designs, and pattern system
Brand mockups for web, print, banners & event signage
Multi-page PDF brand guidelines
High-resolution & raw file delivery across formats
the feedback
“5 Stars - A True Creative Powerhouse!
We honestly can’t shout loud enough about how incredible Money at Loot Creative is! They completely reimagined the Rebel Love Collective brand - we’re talking everything: logos, colours, fonts, graphics - the full works. From the very first call, they just got it. They took the time to truly understand our vision and our values, then went away and absolutely smashed the brief.
When they came back with the first draft, we were actually speechless, it was even better than we’d dared to hope for. Their ability to tap into the essence of our brand and express all the Queer, Rebellious, Unapologetic energy of Rebel Love in such a visually powerful way was nothing short of magic.
It genuinely felt like they understood our business even more deeply than we did. We’re so grateful to have worked with a creative who not only nailed the aesthetic but brought so much heart, thought and intentionality to the process.
12/10 would recommend - if you’re looking for branding that feels like you, especially as a Queer-owned business, Money is the one.”
Steff and Ells, Rebel Love Co. Directors
Image by Rebel Love Co.
Image by Rebel Love Co.
Image by Rebel Love Co.