Barcelona
Passatge d’Iglésias, 10, 12
08005 Barcelona (Spain)
T +34 93 485 65 36
By acknowledging one simple fact – that a narrative defines a brand, not its identity – our commission to rethink the approach of the retail brand Wouf took shape.
“From my point of view the most interesting move was to convince WOOUF to reduce their name by one “O”. From a playful, onomatopoeic beginning, WOUF became a real and trusted lifestyle brand.” – Rafa Martínez, COO & Brand Strategist at Folch
The most powerful tool is a strong narrative, a story that encapsulates the values and personality of the brand.
With WOUF’s stories we wanted to create a line of “real” narratives – beyond traditional fashion editorials, we aimed to treat the story as a journal, a natural red line from morning to night, with a real couple exploring a city.
By leaving their playful identity behind, as well as the whimsical images connected to it, we could reposition WOUF as a contemporary lifestyle brand. With this insight we entered a more sophisticated realm where the importance lies in the narrative and environment of a brand, rather than the existing product.
Besides the website we created a printed support in shape of a newspaper aimed to play both as a catalogue and inspirational lookbook.
The logotype blindly embossed embellishes the structured paper and gives the packaging the sophisticated, contemporary look we were aiming for.