Wilder & Fern Rebrand
Repositioning a small-batch skincare label from pretty-but-forgettable into a brand people could describe from memory.
The Story
Challenge
Wilder & Fern had a beautiful product and a flat identity. Their feed looked like forty other botanical skincare brands, sales had plateaued at $18k a month, and the founder was burning out trying to post her way out of the problem.
Approach
We started with positioning, not pixels. I ran a two-week narrative sprint to find the one true thing — that every formula started in the founder's grandmother's garden — and rebuilt the entire brand around that memory. New voice, new art direction, a content system she could actually sustain.
Creative Process
Half-day founder interview, a competitor teardown, and a messaging framework came first. Then a three-day photo shoot at the family farm, a visual system, and a ninety-day content calendar. I directed; she learned to shoot the in-between moments herself so the brand could keep breathing after the engagement ended.
Gallery
Results
- Revenue grew 2.4x within four months of relaunch
- Average order value up 31% after repositioning the hero set
- A single campaign film reached 612k views with no paid spend
- Founder went from daily posting to a calm three-times-a-week rhythm
Reflection
The work people credited was the photography. The work that actually moved the number was the sentence we wrote in week one. That gap — between what looks like the work and what is the work — is the whole reason I lead with strategy.
Next project
The Longtable Dinner Series