Creating a sustainable source of business with fresh branding for Origini’s natural farm

Origini is a source of natural products for those in Bucharest and its surroundings. As more and more consumers search for authenticity and take a bigger interest in where their food comes from, Origini needed their branding to highlight their commitment towards producing natural, unindustrialised foods.

Using our experience and knowledge, we created a brand that talks about how and where the products are made. The impact of the new rebranding exceeded everyone’s expectations.

One of the first parts of the rebranding project was the renaming of the brand. The need to change the name of the business came at the time when two main production points were integrated into the main production site: a former CAP at the front of the Carpathians and a point for collecting and processing wild fish in the Danube Delta.

We changed the name from, Plaiul Talii to Origini. This fresh name captures the way the business is built – with its own farms, where clean raw material is cultivated or grown, handcrafted manufactures are used and their direct approach taking produce from the farm to the doorstep of the consumer.

The name is aimed at appealing to the target audience – mostly consisting of over 30-year-olds in Bucharest with an above-average income and a keen interest in healthy living.

For them, authenticity is the basic criteria for choosing a natural product. Origini leads above this concept, drawing inspiration from the traditional methods of manufacturing in the villages’ kitchens.  Yet, the brand remains current and modern, confirming that the source of health is reflected by the food we consume.

The traditional village house located at the base of the mountains, on the plain or a water stream, became the expression of authenticity as a story.

The modern interpretation of a Romanian inspirational element supports the promise of the Origini brand and expresses the three basic components of the business: manufacturing location, land cultivation and fishing, and craft.

The logo assets the Romanian traditions and the design conveys the essence of the brand to an extended audience. The final version of this symbol is a concept that makes the Origini brand and story clear for its consumers, while leaving enough room for interpretation.

To build the brand architecture, our team started with the components of the business as sources of economic flow and integration.

We synthesised the components of the master brand in two elements: the production locations and the support of the essence of the brand.

In the creative process, we incorporated graphic elements from the logo, while visually and verbally clarifying the relationship between the Origini master brand and its sub-divisions.

We analysed the local industrial, bio and organic food market. The focus was directed on the consumers’ need for visual sincerity.

We created a design that personifies the essence of Origini, helping the audience understand the core of the brand from the moment the customer lays eyes on the branding. We developed the brand identity further by adding authentic elements.

As a result, the craftsman moved from a traditional farmer to a premium brand and has become an important player in the agricultural market, with minimal awareness costs required.

One of the main creative directions we took was to avoid the approach that traditional or drug-type products are being used.

We helped Origini verbally reinforce their three key attributes: the people behind the products, the manual processes of production and the premium quality provided.

The brand was completed with graphic devices that encourage the target audience to learn more about the Origini story. We achieved this by using icons to clarify and fill the image and using only simple words and regionalisms in the text.

The shelf analysis we conducted revealed a market of large producers who tend to position their products according to their origin from the Romanian village world.

With this in mind, we designed product packaging to support the nutritional and premium value of Origini’s products. We included both graphic and verbal elements which clearly used different product names to the industrial competitors and included icons for the raw material, production methods and ingredients.

The final result is a packaging design that differentiates the product and encourages the public to research the Origini story.

Our approach has been to create an identity system that can function on any communication channel, consolidating its position and creating a positive experience for consumers.

To achieve this, we had to overcome two challenges. Firstly, we needed to compensate for the lack of standardisation at product level, with products often having different dimensions and consistencies throughout the year. Secondly, the production costs had to stick to a fixed budget.

The brand story was completed with natural, inspirational elements from the village and handmade by suppliers of by the people at Origini.

The biggest challenge for building the website came mostly from the limitations of using predefined themes. We needed to create a website which prioritised the visual aspects, such as the product photos.

These images were created to comply with the new brand identity and to harmonise with the handicraft line of the Origini brand.

We also focused on transforming the icons and the fluent integration of all brand components, along with the purchase steps and the product descriptions to ensure it followed the new brand identity.

Now, Origini has a website which can act as an efficient sales tool for many years to come.

Since the new Origini brand was launched in 2014, the consumer reaction has been superb.

The growth, in conjunction with the expanding distribution and the constant, organic broadening of monthly customers, exceeded both our and our clients’ expectations. Today, the brand is an organic source of fans and leads in all communication media: retail and online. And most importantly, the customer recognises the brand as a source of healthy food for the whole family.