From Experimental Image to Premium Brand
How we partnered with Dare to evolve from youthful communication to a refined, stylish, and recognizable identity
Dare
Context
In April 2024, we began working with Dare-a wafer brand with dynamic social media presence and a distinct character.
Until then, the brand communicated with youthful, experimental energy inspired by gaming culture, skate scene, and street style aesthetics. This created baseline recognition and an authentic connection with a specific audience.
The next step was natural evolution: to build on what had been achieved and take the brand to the next level-with a cleaner visual identity, a more premium feel, and broader appeal, without losing the authenticity and character that made Dare recognizable.
The goal was a smooth, organic transition to more mature positioning that would reflect the brand's growth.
The Challenge
At the start of the partnership, we set several key development goals:
- building a clear and recognizable premium identity
- establishing a unified visual and conceptual direction
- cleaning up and removing visual noise
- positioning the product as a premium choice
Key Challenge: To build on what had been achieved and take the brand to the next level-without losing its authenticity.
Partnership Objectives
Clear Identity
Creating a recognizable and consistent brand identity
Premium Feel
Shifting communication tone toward a more premium sound
Engagement
Increasing audience engagement
Trust
Building long-term brand trust
Strategic Approach
Our approach wasn't aggressively commercial-rather, it was a gradual transition driven by content, visual identity, and overall brand feel.
We worked across three parallel tracks:
- Establishing a unified and recognizable visual identity
- Refining the communication tone
- Building sustainable audience through balance between organic content and paid advertising
Visual Identity
Unified and recognizable visual style
Communication Tone
From playful to confident and refined
Sustainable Audience
Balance between organic and paid
Gradual Transition
No abrupt break with the audience
Strategic Focus: Not aggressive advertising, but authenticity, atmosphere, and real moments.
The Evolution
Visual Transformation
Cleaner and more premium visuals
Content
Focus on lifestyle and atmosphere
Communication
More comments and messages
Interest
Growing interest in the product
The Starting Point
In the first months of work, we preserved and amplified Dare's established character:
- dynamic street aesthetic with authentic feel
- energetic messaging close to young audience
- experimental approach to visual formats
The Natural Evolution
Starting October 2024, we began the gradual transformation:
- communication tone became more premium and confident
- we built a unified, recognizable visual identity
- focus shifted toward cleaner and more stylish brand expression
The change was gradual and organic to maintain connection with the audience.
The Result
Dare evolved into a premium brand with clear identity, while preserving its unique character.
What Worked Especially Well
Short, Authentic Reels
Generated significantly higher organic reach, longer attention retention, and increased profile visits. They were perceived as authentic content rather than advertising, which helped strengthen brand trust.
Strategic Influencer Collaborations
Collaborations with Alexandra Panayotova, Zhaneta Osipova, and Denislava Velkova contributed to increased Dare recognition, follower growth, and overall engagement.
Giveaway Campaigns
Giveaway activities led to rapid short-term follower growth, increased engagement, and heightened interest in the profile.
What We Learned
Highly-Produced TikTok Videos
Publishing highly-produced videos on TikTok led to performance decline. The platform's algorithm prefers phone-shot content and more interactive formats like street interviews, challenges, and short skits.
Gaming Theme
Among all thematic directions (femme fatale, festive, mountain, urban, nature, sports, beach, back to town), gaming content showed the weakest results as it deviated from the established brand framework.
Execution
Within the partnership, Social Book was responsible for:
- Strategic planning and brand positioning
- Visual identity and art direction
- Professional photo and video production
- Monthly thematic content lines
- Influencer collaborations and giveaway campaigns
- Managing Instagram, Facebook, and TikTok
Primary channel for premium positioning
Community building and reach
TikTok
Authentic, phone-shot content
Influencers
Strategic collaborations
Guiding Principle: Focus on authenticity, atmosphere, and real moments-not aggressive advertising.
Key Results (April 2024 - December 2025)
Over 20 months of collaboration, Dare successfully transformed from an experimental brand to a premium brand with recognizable identity.
Aggregated results (cross-channel):
Results are aggregated from Instagram, Facebook, and TikTok for the entire partnership period.
Key Insights
- 1 Authenticity builds trust more effectively than produced advertising
- 2 Brand transformation works when it's gradual and consistent
- 3 Different platforms require different content approaches
- 4 Influencer collaborations amplify effect when strategically selected
Authenticity
Builds trust more effectively than advertising
Gradual Approach
Transformation works when smooth
Adaptability
Different approach for different platforms
Partnerships
Strategic collaborations amplify effect
Conclusion
Our work with Dare is a story of natural evolution-how a brand with clear character can grow into premium positioning while preserving its authenticity.
Over 20 months together, we built not just a new visual presence, but a complete premium identity founded on authentic moments, quality content, and genuine connection with the audience.
Final Result: Natural evolution to premium. 3.8M+ impressions. One successful transformation.
Vision. Impact.
From strategy and branding to social media, growth, and the final cut - everything aligned to build a powerful digital identity.
Ready to grow together?
Everything starts with a short, free consultation.