Wrangler
Turning material innovation into product stories people can believe in.
Challenge
Cotton, plant-based colour, alternative fibres: Wrangler was exploring how different materials and processes could become a new generation of denim. The research carried environmental and commercial ambitions. Roian Atwood needed a way to explain what the changes could mean to someone wearing the jeans, and why colleagues should support their development. Our work was to help find that story while the products were still taking shape.
Solution
Six conversations with Roian
We worked with Roian Atwood through six coaching sessions on the audience, the product opportunity, and the case for pursuing it. We considered the finished jeans as well as the research: what would interest the wearer, why the materials mattered, and how those qualities could be explained. The conversations brought the science, environmental goals, and product experience together.
Write materials for the internal discussions
We developed written narratives the project called “enablers.” They gave Roian and the team material for seeking support inside the business and planning how emerging products could be presented.
Find the story in the materials
One draft, *Inspired by Nature*, connected cotton, plant-based indigo, and other natural fibres through a story about denim. Plants, fibres, colour, and clothing gave people familiar things to picture as they considered the research and its possibilities.
Results
Written narratives for emerging products
Wrangler received narrative materials developed from the coaching sessions. The team had ways to explain the potential of products still in research and planning.
A case to take to colleagues
The enablers supported internal discussions and future product communications. They connected the technical work with the audience and the decisions needed to move it forward.
Materials, meaning, and the wearer
The narratives brought the scientific work and environmental goals back to the experience of wearing the jeans. The team could discuss what might make the products worth pursuing and how to introduce them when they were ready.
Your brand should be Out of this world.
A global alliance of creative talent, backed by decades of edutainment experience, makes your brand easy to understand & enjoyable to buy from. Covers your websites, graphics, videos & novel new interactive experiences.
