Challenge
A new founder in Sofia wanted to launch a premium tote brand in a category that can easily feel generic. The product alone was not enough to differentiate. The brand needed a clearer point of view, a stronger story, and a world people could actually connect with.
Approach
I led messaging and communications strategy, helping define the target audience — multi-passionate, active creatives moving through different identities in a single day. I shaped the positioning around “for each version of you”, linking product versatility to a more emotional brand story. I built the narrative system, tone of voice and event strategy around creator-led pop-ups and lifestyle partnerships.
Impact
PER now has a clear brand story, a distinctive emotional territory, and a strategic foundation ready to support launch — from product storytelling to content and community-led activations.
