Dale Wilson came to WOODS Agency with more than just an idea – he had a vision. He wanted to create a brand that not only dressed modern dads but also connected and empowered them. Fathr. needed to be more than just a clothing label; it had to embody the spirit of fatherhood and build a community for dads to celebrate their triumphs, laugh at their fails, and feel seen in their unique journey.
We started with the name. It had to be simple, bold, and memorable – something dads could wear proudly. Fathr. was born: a modern, minimalistic take on the word “father,” with a nod to streetwear’s sleek, stripped-back aesthetic.
A Relatable Story
We delved into the heart of the brand’s purpose: empowering and connecting fathers. The story became the cornerstone of Fathr. – a celebration of the chaos, joy, fears, and triumphs of fatherhood. It’s about giving dads their flowers, honouring their role in shaping the next generation, and reminding them that they’re not alone on this journey.
A Crafted Look
For the visual identity, we designed a style that felt both rugged and refined, blending functionality with a streetwear edge. Clean typography, bold graphics, and earthy, Dad-friendly tones formed the foundation of a brand that’s accessible to all fathers.
A Creative Approach
With a limited budget but big ambitions, we knew the key was community-driven marketing. We explored a number of creative extensions, including The "Fathr.hood," a growing network of dads connecting through the brand’s social platforms.
A Purpose-Driven Brand
What started as an idea transformed into a full-fledged brand that dads could wear – and be proud of. We’re stoked to have helped bring Dale’s vision to life, turning Fathr. into a brand that doesn’t just celebrate fatherhood – it redefines it.
