Known for its bold, contemporary designs, Wolf & Byrd is a luxury womenswear brand in Singapore that offers a harmonious blend of timeless designs and versatile pieces that transcends trends.

At its core, the brand represents more than style, it stands for the embodiment of feminine strength and elegance. More importantly, it believes in walking the talk – going beyond the realm of fashion to impact the environments and communities that the brand champions. As part of its brand development, there is a need to consolidate and articulate this core intent within the strategic platform.

The task for Labbrand was to crystallize the brand core within a robust, dynamic brand strategy and optimized identity, as well as provide guidance on creative and impactful marketing communications to enhance overall brand expression.

Challenge

Despite its strong purpose-driven core amongst other worthy strengths, there are too many brands that ‘look’ and ‘sound’ the same, saturating the industry with similar intentions, or even worse, blur the lines by green- or purpose-washing.

Moreover, there is the challenge of having to weave in different strengths within the strategy while articulating succinctly what truly makes Wolf & Byrd special – the process of weighing and assessing these strengths against tradeoffs to determine priorities is inherently complex and nuanced. How do we express the brand in a way that builds the right perception, understanding and appreciation?

Solution

Prioritizing the overarching purpose, unique design style and storytelling intricacies of the brand, Labbrand developed the brand positioning of ‘Woven Confidence In Unspoken Harmony’. This position succinctly captures the timeless, sophisticated, harmonious yet versatile design style that holds stories of inspiration and meaning behind every piece, demonstrating how the brand enables the wearer to exude confidence and make her presence all the more striking.

Underpinned by this brand position, Labbrand takes the opportunity to explore a new structure for the refreshed strategy, building various strategic elements through an unconventional branded storytelling approach that can cohesively integrate and better elevate the narrative of Wolf & Byrd. This storytelling-based brand platform depicts the “pre-story” origin, representation and purpose of the brand, and comprehensively articulates its strategic distinction and core essence within its main narrative, before tying everything together within a unique “post-story” sign-off to give audiences a glimpse and promise of what’s to come.

To ensure the brand’s identity and expression reflect the newly refreshed and crystallized brand strategy, Labbrand optimized its visual identity system in a way that enhances differentiation and appeal, while allowing flexibility and freedom for future creative expressions. The outputs demonstrating the new design system cover a range of both online and offline touchpoints, guiding practical and on-brand applications that support the brand’s new collection releases and activations in boutique fairs, purpose-led collaborations, digital engagements and more.

Result

Teasing the coming launch of its refreshed strategic platform and identity expressions, Wolf & Byrd shines further in recent tie-ups with reputable charitable organizations in Singapore. The brand is honored to have since received 3 Hearts Company of Good recognition, as well as completed its Company of Good Fellowship with the National Volunteer and Philanthropic Center (NVPC). Labbrand is proud to have been part of the brand refresh and optimization journey of Wolf & Byrd as it continues to bring meaningful change and impact on the founder, brand and the wider community and environment they serve.