Wilgart -
Brand & Marketing Consulting
FREELANCE CLIENT CASE
Over a three-month period, I collaborated with Wilgart, a Copenhagen-based hatmaker, to elevate their brand identity, enhance the customer experience, and expand their product offerings.
My role involved providing strategic brand consulting and creative design services to align Wilgart's image with a premium, handcrafted aesthetic, further positioning the brand as a leader in niche, artisanal hatmaking.
Material Booklet
Hat Lovers - Coffee Table Book
Brand Consulting Consisted Of
1 / Target Group Identification
Through in-depth research and customer profiling, I identified key customer segments, such as “gift-givers,” who value the process of selecting unique, high-quality, handcrafted products. These individuals consider the act of gifting as an essential part of their experience. This insight shaped the brand’s approach to curating a premium, memorable shopping journey that emphasized Wilgart's craftsmanship and exclusivity.
2 / Partnerships & Collaborations Strategy
Field research at premium stores like Randers Handsker and Herrernes Magasin provided valuable insights into their branding strategies, customer touchpoints, and use of vintage aesthetics. By analyzing their high-quality tactile marketing materials and immersive environments, I guided the development of Wilgart’s customer experience to reflect an elevated, yet welcoming, premium atmosphere. This insight fostered strategic collaborations and partnerships with like-minded brands, enhancing the brand’s reach and identity.
3 / Brand Direction & Identity Strengthening
An analysis of Wilgart’s brand positioning led to the development of a strategy focused on reinforcing its identity through the storytelling of craftsmanship and heritage. This approach was complemented by integrating premium design elements, such as high-quality print materials, refined product displays, and an immersive shopping environment. The result was a more cohesive, authentic brand identity, fostering a deeper emotional connection with the target audience and strengthening Wilgart’s positioning within the market.
Wilgart Brand Direction
Wilgart’s brand art direction emphasised its handcrafted, nostalgic aesthetic.
Collaborating with Danish photographer Lasse Bruhn, photoshoots were set in Copenhagen to showcase the hats in an authentic, aspirational way. New design elements like a typewriter-style typeface and gritty paper enhanced the handmade craftsmanship feel. Historical imagery and behind-the-scenes stories from Danish archives enriched the brand’s narrative, while partnerships with like-minded vintage brands further solidified its premium, timeless identity.
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Wilgart Materials Booklet
The materials booklet for Wilgart was designed to enhance the brand’s premium, handcrafted image by incorporating high-quality, tactile elements.
Textured paper and a typewriter-style typeface were used to evoke a sense of craftsmanship and nostalgia, aligning with the brand’s heritage. The booklet served not just as a product showcase but as a storytelling tool, highlighting the artistry behind each hat and the company’s history, thus deepening the emotional connection with customers and reinforcing Wilgart’s luxury status.
Wilgart Materials Booklet
The materials booklet for Wilgart was designed to enhance the brand’s premium, handcrafted image by incorporating high-quality, tactile elements.
Textured paper and a typewriter-style typeface were used to evoke a sense of craftsmanship and nostalgia, aligning with the brand’s heritage. The booklet served not just as a product showcase but as a storytelling tool, highlighting the artistry behind each hat and the company’s history, thus deepening the emotional connection with customers and reinforcing Wilgart’s luxury status.