WOUF — Rebranding

With 20 years of heritage in Barcelona, WOUF had built a strong reputation around functional accessories, sustainability and a distinctive visual universe. The opportunity was to evolve the brand beyond its existing category, connect with new audiences and create a platform for future product expansion.

I led the development of a new brand platform centred on “Celebrating Everyday Uniqueness,” shaping the positioning, narrative, visual identity, and digital direction. The work laid the foundation for WOUF to expand from functional accessories to a broader fashion-accessories proposition, including bags, jewellery and charms, while creating a more premium and emotionally engaging brand experience.

The repositioning contributed to a 54% increase in online sales, with online revenue growing from 15% to 25% of total company sales. It also helped prepare the brand for partnerships with premium retailers.