Naomi

Naomi's story began in 2005 with a patisserie in Timișoara and has now grown to a chain of 4 confectioneries, remaining a family business all this time. With an ambitious vision about the evolution of the business and an unconventional approach regarding the category of which it was a part, the founder Naomi wants to build a brand that remains relevant and always current for the different generations and segments of consumers it addresses, whose consumption habits are constantly changing and whose expectations related to products and services of this type vary depending on the occasion of consumption.

industrie

FMCG

servicii

Visual Identity

Packaging Design

Brand Repositioning

Website Design

The business challenge

In its almost 20 years of activity, Naomi Confectionery has managed to gain notoriety and a very good reputation, gathering a large community of loyal customers around it. This is due to the quality of the products, its original or reinvented recipes, the memorable experiences offered to those who used its services for various events, but also its active presence in social media. From the desire to differentiate itself from the classic confectionery and to satisfy various consumer needs of its customers, new categories of products have appeared in Naomi's portfolio over time, such as sandwiches, professional coffee and coffee-based drinks. Founder Naomi's next step in this endeavor is the introduction of a selection of artisan grocery products and a range of kitchen and serving accessories that can be given as gifts, intending to transform her patisserie into a new retail and hospitality concept . To mark this change in business strategy, as well as to bring its image up to date, the Naomi brand needed a new identity.

The branding solution

We started the process from the discussions we had with the founder Naomi and analyzed the specifics of all the categories of products and services that they are going to bring under the same roof - confectionery, pastry shop, grocery, gift shop, event catering -, also taking into account the fact that in the locations there will continue to be a space dedicated to table service. We have thus identified the trends and the strategic framework in which the positioning and brand identity need to be rethought in order for the Naomi name to retain its relevance to the confectionery's current customers and, at the same time, to attract new customer segments through a unique shopping experience and consumption. Understanding the strong connection of the Naomi brand with its community and the founder's aspiration to create a place where its members return whenever they have the opportunity to pamper themselves and spend time with their loved ones, we have defined the positioning territory in which it will manifest the brand around the joy of being together. In terms of the visual identity, we were looking for the right approach to maintain the connection with Naomi's core business - confectionery - but also to allow it to expand to the new categories in the portfolio. The Naomi symbol was created to evoke the components of the brand's promise, joy and indulgence, combining visual elements easily identifiable in the field of gastronomy, such as the chef's cap and the texture of creams or doughs, with the bow representative of a gift. For the wordmark I chose a rounded font, GT Maru, which expresses warmth and familiarity, and I also brought in a serif font, Hatton, to suggest the refinement and meticulousness with which Naomi's products are prepared and served. The color palette, with golden accents and surprising contrasts, completes the "recipe" for the visual identity of a modern, premium, fresh and elegant brand at the same time.