W Diary

W Diary wanted to completely refresh their brand. Their product range was strong, but lacked cohesive packaging, emotional product names, and a distinctive social media presence. Their Instagram didn’t reflect the self-loving, friendly, and educational tone they aimed for.

Challenge

The Solution

We restructured the brand from packaging to content:

• Naming & Identity: Created a unique naming structure to evoke emotion and function while maintaining clarity.

• Packaging: Proposed the direction with a refined color system and category-specific design. Renamed key SKUs and organized the line into 4 clear chapters: Awakening, Harmony, Renewal, Self-Reflection.

• Content System: Revamped Instagram with 4 months of planned visuals, and clear content categories. Showcase, Education, Reviews, Lifestyle, and Engagement.

• Tone of Voice: Developed copy that’s warm, informative, and easy to digest across all touchpoints.