Willard Woods

Services Provided

+ Brand Messaging + Positioning + Look and Feel + Identity Design

Brief

Willard Woods is a fresh and relaxed, modern luxury lifestyle brand working to deliver sustainable luxury goods for the minimalist consumer.

Challenge

Tell the story of a silent luxury brand looking to simplify luxury to offset the loud luxury buyer.

Results

A cohesive brand strategy and look-feel was developed to explore how Willard Woods is setting a new standard of living, subtly.

The Truth

The Lifestyle Brand.

To know how to create the brand messaging, I asked the client what the origin of Willard Woods was. He told me it was the neighborhood in which he grew up in. How there is a woodsy area with a nice lake, which is truly his favorite place. The client’s mission is to deliver sustainable and luxury goods for the minimalist consumer, in a way that’s different than other outspoken luxury brands.

Brand Statement

Willard Woods exists to simplify luxury.

Luxury isn’t about loud, ornate, and gaudy products. It isn’t about doing it to look better in the eyes of others. Luxury is about living with a renewed sense of life. Inspired by a pocket of nature, Willard Woods’ mission is to provide ways to be fresh, without all the noise of the world. To do it for the betterment of the self and connect back with the essentials with a modern, holistic approach.

Setting a new standard of living, subtly.

Positioning

The combination of audience, purpose and proof points to position the brand.

Audience

The committed consumer with an interest in minimalism and the world.

Purpose

Willard Woods exists to simplify luxury.

Proof Points

Embracing
Essentials

Sustainable
Minimalism

Actualizing
Growth

Positioning

Willard Woods, getting back to the roots of natural elegance to nourish the self.

Tone of Voice

How the positioning is expressed to the audience – digitally and IRL.

Fresh/Thoughtful

Relaxed/Modern

Inspirational/Curious

Key Messaging

Grow Lightly.

At Willard Woods, our brand carries an affinity for decluttering the status quo of luxury. Working with simplicity in mind helps to ensure we include what elements are necessary, exuding a feeling of lightness.

Embracing the essentials means all parts of the design/product are thoughtfully considered. By trusting the process, we ensure the design flows from edge-to-edge and the products use quality, sustainable materials.

Thinking different from the mainstream, living life to your own rhythms and purpose, becomes a way of actualizing growth. Setting high standards and working meticulously.

Identity

The Logo

The Willard Woods logo is designed to feel sophisticated and lively by way of modern, vintage serif letter forms, carrying a slight rustic aesthetic.

The icon is made by merging the two ‘w’s, playing off the alliteration of the brand. It’s cleaned up by removing the inside hairline stroke.

Color Palette

System utilizes a primary grey tone to play off of neutral modernity. Palette brings in colors based on the mood board and possible sources of self-growth.

Natural Grey

Energy

Light

Love

Restful Black

Color Application

The wordmark letters will only be shown in Restful Black or White to evoke elegance but, may be used over a color background.

Photography

The imagery should contain tones like those found in the color palette. When showing people, subjects should feel like an organic part of the composition, with an aspirational aura. Photography shall always seek outdoor environments or natural elements.

Design Application

PR Box Kit

The PR Box Kit will come with a branded relaxed t-shirt, three sample essential oil bottles, and a scented candle. The box will contain simple floods of color with inspiring text on the outside lid, with the brand statement on the inside.