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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.

WOUF | FOLCH

“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

WOUF | FOLCH

The most powerful tool is a strong narrative, a story that encapsulates the values and personality of the brand.

WOUF | FOLCH
WOUF | FOLCH

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.

WOUF | FOLCH
Newspaper for WOUF

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.

WOUF | FOLCH

Besides the website we created a printed support in shape of a newspaper aimed to play both as a catalogue and inspirational lookbook.

WOUF | FOLCH
Packaging Wouf by Folch

The logotype blindly embossed embellishes the structured paper and gives the packaging the sophisticated, contemporary look we were aiming for.  

WOUF | FOLCH
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