Deep Dive: 3 Brilliant Design Storytelling Case Studies

Great brands don’t just sell products—they tell stories that resonate, inspire, and build lasting connections. In an era where consumers seek authenticity and purpose, brands that master design storytelling stand out. A compelling brand narrative isn’t just about marketing—it’s about shaping perceptions, building trust, and forging emotional bonds with customers and, in the case of agencies like Interwoven Design, clients. It’s not about the what, it’s about the why. Every month, we feature staff picks around a theme. This month’s theme is design storytelling, and three of our staff members shared a brand they admire. In this Insight article, we’ll look closely at those three brands, trying to understand just what is so good about their brand storytelling. 

This deep dive explores how Warby Parker, Rains, and Dove have crafted compelling brand narratives that go beyond selling products, shaping industry conversations and customer loyalty. From disrupting outdated business models to blending function with emotional appeal and championing social change, these three companies offer a masterclass in how design, messaging, and mission come together to create powerful, enduring brands. In the sections that follow, we’ll break down each brand’s unique storytelling strategy, outlining the pillars that work together to create their unique brand story. Designers can view these brand pillars as roadmaps for design storytelling, pulling compelling elements for consideration when building their own product and brand narratives. 

Case Study #1. Warby Parker: A Masterclass in Disruption Storytelling

Company Overview

Warby Parker is a direct-to-consumer eyewear disruptor, founded in 2010 to challenge the monopoly-driven eyewear industry. By eliminating the middleman and offering designer-quality frames at a fraction of traditional retail prices, the brand redefined how consumers buy glasses. Warby Parker didn’t just sell eyewear—it built a lifestyle brand that merges affordability, innovation, and social impact. Their Buy a Pair, Give a Pair program has provided millions of glasses to those in need, reinforcing their commitment to accessibility, ethical business, and a customer-first approach to retail.

What Makes Warby Parker a Storytelling Success?

1. A Clear Origin Story: Disrupting an Industry

Warby Parker’s brand story starts with a relatable pain point: expensive prescription glasses dominated by a few corporate giants. The company was born from a simple yet powerful idea—why should consumers overpay for eyewear when it could be made better, cheaper, and more stylish? By positioning themselves as the rebellious innovator against an outdated system, Warby Parker created an underdog narrative that resonated with customers.

2. A Seamless, Customer-Centric Experience

Warby Parker’s Home Try-On program is a perfect example of experiential storytelling. Instead of just selling glasses, they offer an engaging journey:

• Try five frames at home for free.
• Involve friends and family in the selection process.
• Make buying glasses an effortless and enjoyable experience.
  This transforms a traditionally frustrating purchase into a personal and social event, reinforcing the brand’s values of accessibility and ease.

3. Purpose-Driven Messaging: Doing Good, Not Just Selling

Their Buy a Pair, Give a Pair initiative is a core part of their brand DNA, not just a marketing tactic. By aligning their business with a larger mission—improving global vision care—Warby Parker taps into the emotional side of design storytelling, making customers feel like partners in a movement, rather than just buyers.

4. A Distinctive Voice & Visual Identity

Warby Parker’s branding is witty, charming, and effortlessly cool. Their website, ads, and even product descriptions use playful yet sophisticated language—making eyewear feel exciting rather than clinical. The brand’s minimalist, modern design aesthetic reinforces its stylish and accessible positioning, creating a cohesive experience across every touchpoint.

5. Omnichannel Engagement & Digital Storytelling

Warby Parker seamlessly integrates its storytelling across online and offline experiences:

• Virtual Try-On tools leverage AR to bring the brand’s personalized shopping experience into digital spaces.
• Brick-and-mortar stores are designed like libraries, reinforcing an intellectual, thoughtful brand personality.
• Social media engagement feels personal, featuring real customer experiences and behind-the-scenes glimpses of the brand’s journey.

Warby Parker’s Storytelling Formula

• A compelling problem-solution narrative (expensive glasses vs. affordable, stylish alternatives)
• Customer experience as part of the brand story (Home Try-On makes buying glasses interactive)
• A brand mission that drives emotional connection (Buy a Pair, Give a Pair)
•  A distinctive tone, aesthetic, and voice (witty, stylish, and effortless)
•  Omnichannel storytelling that feels unified and intentional

Warby Parker isn’t just selling glasses—it’s inviting customers into a movement. We really admire how welcoming and inclusive this story is. Their success proves that great branding isn’t just about what you sell, but how you make people feel and the story you tell.

Case Study #2. Dove: A Masterclass in Purpose-Driven Brand Storytelling

Company Overview

Dove, a personal care brand under Unilever, is renowned for its moisturizing soaps, body washes, shampoos, and skincare products. Launched in 1957 with its iconic Beauty Bar, Dove has evolved into a global leader in self-care, standing out not just for its products but for its commitment to redefining beauty standards. Through purpose-driven marketing and emotionally resonant campaigns, Dove has positioned itself as a champion of real beauty, body confidence, and inclusivity.

What Makes Dove a Storytelling Success?

1. A Strong Brand Purpose: Redefining Beauty for Real Women

Dove’s storytelling success is rooted in its powerful and consistent mission:
“To help women everywhere develop a positive relationship with the way they look, raising their self-esteem and realizing their full potential.”

Unlike traditional beauty brands that focus on aspirational, unattainable perfection, Dove celebrates authenticity and self-acceptance. This emotional and cultural positioning has made it one of the most trusted and relatable beauty brands in the world.

2. The “Real Beauty” Movement: Storytelling That Sparks Change

Dove’s 2004 “Real Beauty” campaign was a watershed moment in advertising. Instead of featuring models, Dove showcased real women of all ages, shapes, ethnicities, and sizes, challenging the industry’s narrow beauty ideals. This bold, values-driven approach turned Dove into a brand synonymous with body positivity and self-love.

Key storytelling moments include:

• “Real Beauty Sketches” (2013) – A viral campaign where women described themselves to a forensic artist, revealing how self-perception is often more critical than reality.
• “#ShowUs” (2019) – A collaboration with Getty Images to create a library of inclusive, unretouched photos of real women, challenging beauty stereotypes in media.
• “Reverse Selfie” (2021) – Addressing the impact of social media filters on young girls’ self-esteem, reinforcing Dove’s commitment to mental well-being.

By focusing on deeply personal, emotional storytelling, Dove makes its brand purpose tangible and relevant.

3. Authentic Representation & Inclusive Messaging

Dove ensures that its branding reflects its real beauty philosophy at every touchpoint:

• No retouching or airbrushing in ads, reinforcing transparency.
• Featuring diverse women in campaigns, normalizing different body types, skin tones, and hair textures.
• Expanding product lines for all skin and hair types, making inclusivity a core part of its offerings.

By embedding authentic representation into its DNA, Dove builds trust and emotional loyalty with consumers.

4. Social Impact & Brand Activism

Dove’s storytelling isn’t just about ads—it’s backed by real action:

• The Dove Self-Esteem Project (2004–present) provides educational resources for parents and schools, helping millions of young people build confidence.
• Partnerships with NGOs focused on mental health, body image, and gender equality.
• Commitment to sustainability, using 100% recycled plastic bottles and ethically sourced ingredients.

By aligning profit with purpose, Dove transforms its brand story into meaningful social impact.

5. A Consistent, Human-Centered Brand Voice

Dove’s storytelling is powerful because it’s relatable, empathetic, and uplifting.

• Conversational yet inspiring tone makes consumers feel like part of a movement.
• Real people, real stories approach fosters authenticity.
• Focus on empowerment rather than perfection shifts the beauty narrative.

Unlike traditional beauty brands that promote transformation through products, Dove promotes self-love and confidence—something much deeper and lasting.

Dove’s Storytelling Formula

• A clear and purpose-driven brand mission (redefining beauty and promoting self-esteem)
•  Authentic and inclusive representation (real people, unretouched images, diverse beauty)
• Emotionally resonant campaigns (powerful, viral storytelling that sparks conversations)
• Real-world impact beyond marketing (educational programs, activism, and mental health advocacy)
• A relatable, human brand voice (empathetic, empowering, and socially responsible)

Dove isn’t just selling soap—it’s selling self-confidence. We admire the beauty of Dove’s story, but what truly sets them apart is their willingness, time after time, to spend the money and the time to launch campaigns that show the sincerity of their words. They are constantly bringing their marketing back to the central core of the story. By prioritizing authenticity over aspiration, Dove has transformed from a beauty brand into a cultural movement, proving that the most powerful brand stories are the ones that genuinely uplift and inspire.

Case Study #3. Rains: A Masterclass in Modern Minimalist Storytelling

Company Overview

Rains is a Danish lifestyle brand specializing in contemporary rainwear, known for its minimalist Scandinavian aesthetic, functional design, and urban appeal. Founded in 2012, the company reimagines traditional waterproof outerwear, elevating it from a necessity to a fashion statement. By combining innovative materials with sleek silhouettes, Rains has positioned itself as a global leader in stylish, weatherproof apparel that merges form with function.

What Makes Rains a Storytelling Success?

1. A Clear, Focused Brand Narrative: Reimagining Rainwear

Rains was built around a singular mission: to redefine rainwear as stylish, versatile, and essential for modern urban life. Instead of treating wet weather as an inconvenience, the brand embraces it as a lifestyle and aesthetic choice. This philosophical shift transforms rain from an obstacle to a design opportunity, making their products desirable beyond function alone. We think this story shines through everything they do and make, making them a wonderful brand to consider when learning about best practices for design storytelling.

2. Scandinavian Minimalism as a Signature Identity

From branding to product design, Rains embodies the Danish design ethos of simplicity, practicality, and timeless appeal. The brand’s color palette—muted earth tones, deep neutrals, and soft pastels—aligns with its modern, unisex, and urban identity. Even the name Rains is a study in minimalist storytelling: simple, direct, and evocative of the brand’s entire purpose.

3. Function Meets Fashion: Turning Utility into Desire

Rains elevates rainwear by merging technical innovation with contemporary aesthetics. Their signature polyurethane-coated fabrics provide waterproof protection with a smooth, matte finish, making the materials both practical and premium-feeling. By designing products that seamlessly transition from outdoor gear to fashion-forward statement pieces, Rains shifts its category from weatherwear to lifestyle apparel.

4. Visual and Experiential Storytelling

Rains’ design storytelling is deeply visual, atmospheric, and immersive. Their campaigns feature moody, cinematic imagery of urban landscapes, foggy streets, and rain-soaked cityscapes, reinforcing the romance of rainy weather. The brand creates a cohesive world where rain is not a hindrance but an integral part of an aspirational, design-conscious lifestyle.

5. A Seamless Omnichannel Experience

Rains’ storytelling extends across all touchpoints, creating a consistent and immersive brand universe:

• Retail stores feel like architectural experiences, using clean lines and industrial materials to mirror their minimalist aesthetic.
• Social media and digital campaigns feature striking editorial imagery, reinforcing the idea that Rains is not just about outerwear but about a lifestyle.
• Website and e-commerce channels offer a sleek, intuitive experience, reflecting the brand’s focus on functional elegance.

6. Sustainability as a Brand Pillar

Rains subtly integrates sustainability into its design storytelling, aligning with growing consumer demand for responsible fashion. The company focuses on long-lasting materials, responsible sourcing, and durability—promoting the idea that a well-designed, timeless raincoat can reduce consumption and waste. By positioning their products as investment pieces rather than disposable fast fashion, Rains strengthens its premium, purpose-driven identity.

Rains’ Storytelling Formula

• A clear and focused brand mission (reinventing rainwear as a lifestyle choice)
• A signature aesthetic and design philosophy (Scandinavian minimalism and functionality)
• Visual storytelling that reinforces the brand world (cinematic, atmospheric campaigns)
• A seamless omnichannel experience (retail, digital, and social media align perfectly)
• Subtle sustainability messaging (quality, longevity, and mindful design)

At Interwoven Design, we love when there is a seamless harmony between the brand and the products it creates. Rains is a brand like this; clean Scandinavian minimalist products from a clean Scandinavian minimalist brand. They pair a clear and simple message with a clear and simple aesthetic. Rains has successfully transformed rainwear from a necessity into an aspirational fashion statement, proving that even the most functional products can be elevated through great design and storytelling.

More Than Just a Brand

Great design storytelling isn’t just about selling a product—it’s about crafting a narrative that resonates, builds trust, and fosters long-term loyalty. Warby Parker, Rains, and Dove each demonstrate how brands can use storytelling to carve out a unique identity, connect with consumers on a deeper level, and even challenge industry norms. Warby Parker disrupted the eyewear space by merging affordability with purpose, Rains transformed functional outerwear into a lifestyle statement, and Dove redefined beauty marketing through authenticity and empowerment. Their success proves that when design, mission, and messaging align, a brand becomes more than just a company—it becomes a movement. As businesses look to strengthen their own narratives, these case studies serve as powerful examples of how storytelling can shape not just perception, but lasting impact. Check out our other staff picks on the Interwoven Design Instagram channel for more great industry recommendations!

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