The Brief

When Suzie from Wisconsin reached out to me for our Complete Branding Package, I was thrilled to work on such a sweet brand. The vision was to launch a boutique crib sheet brand where all the designs were original and thoughtfully crafted with an emphasis on the natural world. Imagine sleeping in a divine print of woodland animals and mushrooms, or wild berries and birds. So we needed a brand story that could set her apart from the other crib sheet manufacturers beyond just the beauty of her prints.

Her most likely Call to Action was going to be commoditization, so we wanted to tackle that ahead of time with a story that connected emotionally with her target audience (mothers) alongside the pure cotton quality of her sheets and the lovely print designs.

As an agency we have a lot of background information on mothers as a demographic already from all the projects we’ve worked with, thankfully, so building Wilder Twill’s Brand Narrative was streamlined quite a bit.

Since we already know a tremendous amount about mothers at most stages of motherhood and their pain points, insecurities, and more, it made defining their Archetypes much simpler. We knew where they were currently in terms of Archetype, and where we wanted to take them through the brand journey. Our goal is always to take an audience, especially if their starting Archetype isn’t a positive one (like in this case), towards one that is.

Why We Use Archetypes vs. Demographic Data

This might surprise you – why are mothers in a negative archetype? While motherhood is a beautiful time for women, it’s also rife with insecurities, criticism (internal and external), and anxiety. And because these experiences and feelings are universal, we find that they are way more accurately described in terms of Archetypes than demographic data. There is no such thing as a “new mothers, aged 20-40” but the Archetype description applies much more relevantly.

So once we had all the Brand Narrative clearly defined, for Wilder Twill as well as for her primary audience, we moved on to tackle their branding design as well.

Rejected Design Options

The above options were two of the three design directions we provided Suzie to choose from. We stablished right away that rabbits should be a central design element for the brand, along with green as a primary color. We wanted to embody spring, freshness, birth, comfort. The first was more whimsical, with it’s elegant but elongated script font. The second was more tender, with the two baby bunnies curled up together and the organic, lowercase font.

They both lost to option three, which was a mix of both in terms of feel. More sophisticated than option 2, but with a more organic illustration style, the rabbit and floral elements just come to life. It was the perfect balance for the brand.

Final Thoughts

While I can’t delve into the finer details of what we did for Wilder Twill’s Brand Narrative for strategic reasons, I hope this writeup gives you a look into our process and how we approach branding projects, and Brand Narrative strategy in general.

In the end, we’ve created something deeply meaningful for Wilder Twill, with a solid narrative foundation that is beautifully tailored to mothers and their babies, that is easy to live and tell, and enticing to follow along with. We think Wilder Twill can be a breath of fresh air in their segment of the market,  and we wish them the best on their launch in 2023!