CASE STUDY · BRAND DIRECTION · CREATIVE STRATEGY · LAUNCH PLAN
VIAN.
A brand world for premium leather goods, built in Bali.
CLIENT
Bali-based fashion creator & founder
SCOPE
Brand Direction Package + Launch Plan add-on
CHALLENGE
She came with a moodboard, but no words, world or plan to turn it into a brand.
OUTCOME
Clear brand direction
Distinctive brand messaging
Strategic 5-week launch plan
Confidence to launch
01 · THE BRIEF
One of Bali's top creators was ready to launch a leather goods label. She knew how it should feel. She didn't yet have the words, the world or the plan to make other people feel it too.
02 · BRAND STRATEGY
Sell the lifestyle first. The bag follows.
Island ease, city edge
Leather by the ocean. Sculptural shapes against concrete and the streets of Bali. Her style blends island ease with city chic. Sensual, effortless and a little rebellious.
Her own terms
Taste over trend. A woman who lives on her own terms, with one bag that moves through her whole day.
Desire before product
Founder-led storytelling builds the world people want in on, before the product is ever revealed.
03 · THE BRAND WORLD
Island soul. Concrete jungle.
Build an emotional connection that makes people want to associate with the brand, not just buy into the product.
A lifestyle-led approach across ongoing brand direction, storytelling and launches.
04 · BRAND LANGUAGE
PRIMARY TAGLINE
Made to misbehave.
SECONDARY LINE
Break the rules. Keep the taste.
PERSONALITY
Unbothered. Magnetic. Sun-kissed, never undone.
ABOUT
Premium leather goods where island soul meets city edge, for those who live on their own terms.
05 · VISUAL IDENTITY & TOUCHPOINTS
One world. Every touchpoint.
A palette of butter, palm olive, concrete and leather black, carried across the website, campaign and social so every touchpoint feels like VIAN.
06 · LAUNCH PLAN · 5 WEEKS
Build desire. Then open the doors.
WEEK 1
Meet the founder
Introduce her story and open a waitlist with exclusive perks.
WEEK 2
Sell the life
The aspirational lifestyle people want to be part of.
WEEK 3
Show the bag
Versatility, function and craftsmanship.
WEEK 4
Make noise
Disruptive campaign teasers to build buzz.
WEEK 5 · 14–15 NOV
The reveal
Campaign drops, early access on the 14th, public launch on the 15th.
07 · THE RESULT
“Julie nailed our vision for VIAN and brought it to life in a way that felt so us. She has a creative eye and has so much knowledge when it comes to brand strategy. If you’re looking for someone who can take the ideas in your head and turn them into a brand that feels like you, she’s your girl.”
— Founder, VIAN
[000] waitlist sign-ups before launch
[00%] sold in launch week
1 playbook for every future drop
08 · YOUR TURN
Got the moodboard but not the plan?
The Brand Direction Package turns your vision into a brand world, a voice and a launch plan you can actually run.