wayre brand launch

Co-founded and built: wayre, sustainable apparel for the modern traveler. A DTC, e-commerce brand disrupting the travel apparel market.

Developed and led brand vision and business strategy, creative direction, brand & market positioning, and product development.

The concept for wayre was simple - an elevated travel wardrobe built to keep up with her, rooted in sustainability and ethical practices. Key brand decisions were developed from this objective.

Client
wayre

Year
2018-2023

Led the creative development and creative strategy for wayre’s brand launch from brand ideation to the product landing on a customer’s doorstep.
Envisioned and built wayre’s cohesive brand identity.
Collaborated with stakeholders to build a successful business strategy bringing a innovative, bootstrapped product to market.
Developed the marketing strategy and roadmap for a successful brand launch cohesively weaving wayre’s compelling narrative throughout.
Developed the core, evergreen product designs for brand launch, managing technical and factory development.

from brand ideation to press accolades.

WALL STREET JOURNAL

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FORBES

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KATIE COURIC

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INSTYLE

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TRAVEL + LEISURE

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SHOUT OUT LA

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The color palate of the brand was selected to mimic the natural, organic hues of the earth. An ode to the planet we travel on.

The wayre brand ethos.

Illustrations are used to show the many features of wayre's unique fabric and brand. They are playful, fun and an artful way to demonstrate innovation.

The wayre brand name meaning was designed to feel familiar, yet new with a play on words. Where will you go in wayre?

Developed with a full transparency policy and sustainability values, a seamless silicone heat transfer label was developed as the Main Label for the brand. Given the almost naked feel of the fabric, this required a label that would add to, not detract from the silkiness.

The tone of voice was built to inform how wayre uses words and evokes emotions. Empowered & inspired: to travel and do social good. Connected: to the world & to wayre. Exhilarated & motivated: ready to experience uncharted territory and book a trip. Capable: Of travel, not intimidated by it. Equipped: Given the tools to travel better.

The wayre mark was inspired by a two-fold footprint. As travelers, we leave footprints all over the earth: climate footprints and physical footprints. With sustainability as a core value, this mark was designed to illustrate the mission "travel further with less."

Brand welcome cards printed on fully recycled, fully recyclable paper... because everything at wayre is recycled and planet-friendly.

Planet-friendly fully biodegradable paper mailers developed for the wayre brand.

Developed in collaboration with Sceen'ry travel magazine, these collapsible city guides provide customers with added value to their order and immediate destination inspiration.

In alignment with brand principles, wayre's unique color & product naming system was designed to amplify travel inspiration with destination naming: Pompeii beige, galapagos grey, sahara orange, etc.