"One of the reasons why we wanted to collaborate with Wouter is that he not just understands how to position brands, but can also think from a businessmodel perspective. That's how, together with his qualitative research, his brand document drew out a comprehensive and inspiring picture of our market and brand."
Eric Smeding, founder Less and Sr Digital & Ecommerce Manager Unilever

In 2018 Unilever launched a new detergent; Less. As the name suggests the brand focuses on using less detergent. Less was developed for online retail only and grown within a startup. To establish the customer needs and insights, I initiated the process with qualitative research. The output of this research formed the foundation for my brand document.