Rather than center on the problem-solving nature of the founders’ marketing concepts, we took an aspirational, personality-centric approach that reflected the founders’ warmth and verve. We created personas for their ideal customers that embody the energy of the young professional lifestyle with a focus on authenticity, intention, and the desire to make the most of their time: Jack, the great guy who knows Jack about dressing, and the reliable, joyful Fun Uncle.
Both reflect the attitudes and spirit of the target demographic while spotlighting the clothing’s quality, comfort, and wearability, their bespoke look, and their day-to-night flexibility. We honed in on the commonality shared by the wearer and the matching system. The resulting concept integrates the elements that the founders wanted to express in a simple, elegant statement: Waer Clothing – A Label With a Purpose.