After ten years of creating distinctive eco-friendly home goods under the name Uncommon Green, it was time for an update. The aspirations Brian and his team had for the company had outgrown their name. But, was it worth re-inventing themselves? Putting all the momentum they had built over the years at risk?
With their customers’ feedback, it became clear their brand was special because of the personal storytelling and high-quality products they created. The ability to capture memories in such unique products is what kept them coming back.
So, it made sense to take a leap of faith. Becoming Well Told in the process.
During our first discussions Well Told were going through a brand repositioning exercise. Formulating a new name and strategy for their business which reflected their updated values and mission - “to create unique, beautifully made goods that not only tell your story, they become part of it.”
Although we began only discussing a new logo design, it quickly became clear there was also a disconnect between their customer’s expectations and the brand’s current overarching visual identity.
How could we create an compelling brand experience for their customers who were largely gifting products to their loved ones?
What should their visual identity look and feel like when a customer received their order? What story was Well Told trying to tell in every box?
I designed the new Well Told visual identity from the ground up. Capturing the brand’s true essence and passion through a series of brand and messaging workshops. I then translated the stories and ideas we uncovered into a new logo design, visual identity and packaging suite for their products.
Helping Well Told provide a more meaningful experience to their customers whilst simultaneously giving them the confidence to re-launch and pursue the next chapter of their business.
Since working together Well Told have seen a huge positive response from their customer base who are resonating with their new “life-inspired” vision and identity. They’ve also had features on the Today Show, Forbes and the Inc 5000 List (33rd in Boston, 1,627th Nationwide).