Organik.ro is one of the first online stores of bio and eco cosmetics in Romania. The company has won the loyalty of its customers through a wide range of products and high attention in the process of their selection. Sensing the market's potential for expansion (according to Euromonitor 88% of Romanians believe that diet directly influences their health), Organik.ro decides to enter the category of healthy food and dietary supplements and open its first physical space, where to interact with customers.
Beyond the perceived punctual opportunities, entrepreneurs wanted to turn the business into a benchmark of healthy lifestyles, a style that they themselves guided by. To do this, they needed a brand that would allow them to enter new categories and juggle between the products and services offered.
A bold business vision needs a stable and well-built brand to support it. In the case of Organik.ro, the name is generic, categorical and, in addition, it is pronounced differently because of the last consonant. And, at the level of identity, there were few elements of their own developed. Thus, we recommended to entrepreneurs a radical change that would support their future plans.
We started the project with extensive research on the target. We talked with friends and acquaintances from various age categories, interviewed Organik.ro customers, organized internal workshops to find out who are the people of interest for the brand, what places them in this category and how they relate to healthy lifestyle. We have discovered that eco and bio are not just trends, they are part of a responsible behavior towards oneself and towards loved ones.
We worked with the brand team to define the purpose that motivates them day by day and brings energy to the business. We discovered a really engaged team who devote more time to getting to know their customers and who prefer to test most products before including them in the portfolio. All this because they want to be perceived as an aid in protecting the body from harmful factors from the outside. Where and the idea of the brand: protection for your well-being.
Once we had the idea, we identified a set of four principles that guide the organization to put it into practice: from the transparency practiced in their relationships with others, to the enthusiasm they show and from the rigor they apply in everything they do, to connecting to what is new and to the needs of their clients.
We rebuilt the Organik.ro brand with the future in mind. At the name level, the strategy was to visibly differentiate the brand into a category where most of the names are descriptive or contain a descriptor of the type “bio”/“eco”. In this way, the brand gives signals that it does not restrict its activity to a single category and that it responds to a need created by a new lifestyle, regardless of what that entails. Safety is a feeling that is based on concrete, verified and tested things. When it comes to your well-being, you want to go for sure. Where you find evidence and transparency. This is the story behind the chosen name. Prova is a name that comes from Latin (proba, -are = to find good, examine, recognize the value of a thing), it is written how to read and has .ro domain available - essential elements for a brand that lives predominantly in online.
We created the new brand identity based on the idea of “true protection”. Prova is the brand that helps you protect what is most valuable to you - your well-being. The symbol is inspired by the metaphor of the pearl, and for typeface we chose a friendly font with discreet roundings to capture the character of the brand: always open to discussion and attentive to the needs of their customers.
We chose a combination of colors that would help with identifying the macro category (bio/eco), but contrasting enough to ensure differentiation both at the level of primary implementations and at the level of brand communication. The light green captures the enthusiasm of the team behind the brand and the energy with which they support their cause, and the dark green brings the rigor and attention they show in the selection and recommendation of products.
Prova brings together people who choose to live healthy, who care about protecting their well-being, who inform themselves and who share the things discovered with others. Prova is the brand of an open, friendly, energetic community. Slogan “We live true. We live organically”talks about this community, but also about the assumption of this lifestyle by the entire Prova team.
How can we visually show Prova's care to provide their community members with safe products that protect them? We have thought of a custom pattern to build any communication layout that simply exemplifies the sorting and selection process Prova does for its clients.
We have completed the communication platform with the definition of the image style and tone of voice used in communication, based on the idea and principles that govern the brand. We developed writing rules, recommended the right words, and created rules for signaling different types of communication.
We brought the authenticity and simplicity specific to the organic lifestyle to the most important point of contact with the brand - the website. We have rethought the information structure so that we put emphasis on how products are presented. We created the site design to illustrate the defined communication style and ensure customers a memorable online experience. We focused on the mobile version, as more than 80% of orders were made from the mobile phone and we made sure that regardless of the device the interaction with the brand was authentic.
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