Bold business visions need strong brands to act as generators of evolution. For Organik.ro, the brand had not only had generic name for the category (organic), but also some confusions regarding the pronunciation, due to the last consonant. As far as the brand identity goes, there were very few brand elements to ensure differentiation. Our strategic decision was to recommend a radical change able to support their future plans.
An agile branding solution
5, 4, 3, 2...1 START!
The brand accelerates business growth
Organik.ro is one of the first online stores of organic and eco cosmetics in Romania.
The company has gained the loyalty of its customers through a wide range of products and a high level of attention in the selection process. Noticing the potential for market expansion (according to Euromonitor 88% of Romanians believe that their diet directly influences their health), Organik.ro decides to enter the category of healthy food and food supplements and to open its first physical space, where to interact with the customers.
The brand for those who choose to live healthy
We have started the project with an extensive target audience research. We have interviewed friends and acquaintances from different targeted groups, we have interviewed Organik.ro clients and we have held internal workshops. We wanted to understand who are the people that fit Organik.ro profile, how they see the healthy lifestyle and what unites them. We have discovered that eco and bio are not just trends, but rather a crucial part of a responsible behavior towards themselves and their loved ones.
The brand for a lifestyle
Prova brings together people who choose to live healthy, who care about protecting their well being, who get informed and who share what they discover with others. Prova is the brand for an entire community, a friendly, open and energetic one. The brand tagline, “We live true. We live organic” is dedicated to this community and also conveys the message that the brand team lives up to its standards.
We have added to the communication platform an imagery style and a specific tone of voice to be used in brand communication. We have also developed copywriting rules to be implemented to give the brand a voice.
We have wanted to ensure an authentic brand experience for the most important brand touch point - the website. We have developed a new wireframe that focuses on a new and more efficient way of presenting the products. We have created the website design to follow the brand look & feel and to ensure a memorable brand experience online. We have focused on the mobile version of the website, as 80% of the orders were done using the mobile phone and we have ensured that the experience is authentic no matter the device.
LONG TERM IMPACT
\ A clear purpose, to support the business future vision
\ Creating a community around the brand purpose
\ A differentiating name, that allows brand extensions
\ An unique brand identity
\ A visual and verbal communication style that ensures uniqueness
\ An integrated online experience