Naomi

Naomi's story began in 2005 with a pastry shop in Timisoara and has now reached a chain of 4 confectioneries, remaining a family business all this time. With an ambitious vision of the evolution of business and an unconventional approach to the category of business, founder Naomi wants to build a brand that remains relevant and always current for the different generations and segments of consumers they address, whose consumption habits are constantly changing and whose expectations about products and services Types of this type vary depending on the occasion of consumption.

industry

services

The Business Challenge

In 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 its products, its own unique or reinvented recipes, memorable experiences offered to those who turned to its services for various events, but also its active presence in social media.

In the desire to differentiate itself from the classic confectionery and meet the varied consumer needs of its customers, new product categories have emerged in Naomi's portfolio over time, such as sandwiches, professional coffee and coffee-based drinks. The next step that founder Naomi is preparing for this is the introduction of a selection of artisanal grocery products and a range of kitchen and serving accessories that can be given as a gift, intending to transform his confectionery into a new concept of retail and hospitality. To mark this change in business strategy, as well as to bring its image up to date, the Naomi brand needed a new identity.

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, grocery, gift shop, catering events -, also taking into account the fact that the locations will continue to have a dedicated table service space. We have thus identified the trends and the strategic framework in which positioning and brand identity must be rethought in order for the Naomi name to retain its relevance to the current customers of the confectionery and at the same time attract new customer segments through a unique buying and consuming experience.

Understanding Naomi's strong connection to 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 defined the positioning territory in which the brand will manifest itself around the joy of being together.

In terms of visual identity, we looked for the right approach to keep in touch with Naomi's core business - confectionery - but also to allow it to expand to new categories in the portfolio.

The Naomi symbol was created to evoke the components of the brand's promise, joy and pampering, combining easily identifiable visual elements in the field of gastronomy, such as the chef's bonnet and the texture of creams or doughs, with the representative bow of a gift. For the wordmark we have chosen a font with rounded characters, GT Maru, which expresses warmth and familiarity, in addition to which we have brought a serif font, Hatton, to suggest the refinement and meticulousness with which Naomi products are prepared and served. The color palette, with its golden accents and surprising contrasts, comes to complete the “recipe” of the visual identity of a modern, premium, fresh and stylish brand at the same time.