My role - Lead designer for
strategy, brand & execution
Rebrand a small family company to a national source of natural medicine
Nature, tradition, Holistic approach to being, nostalgic
A long time ago, medicine was searched and found in nature only. For centuries, Bulgarians kept the knowledge of herb medicine alive and passed it to every new generation. Nowadays things are different. With the advanced world of modern medicine, the healing powers of nature are forgotten. It was about time to bring this century-old wisdom to modern Bulgaria. In a way that fits today’s customers.
The logo & it's possible separate usage for more context
Alin is a family company specialized in herbs & tea medicine. They sell high-quality dried Bulgarian herbs to keep the tradition of natural medicine alive. But they had a problem – their current identity did not fit the market. Not enough online presence. Inconsistent brand experience. Low conversions.
I got the amazing opportunity to help out. Because of time and budget limitations we choose a high-paced design sprint. In a week's time, I was able to deliver a full brand guide with the brand core, identity, and some important brand interactions in there. Next to the brand guide I also came up with a brand awareness campaign, shown below.
A part of the brand guide that was delivered at the end of the design sprint
The mystic plants with their healing power became the hero of the story, of course. The focus shifted from selling and promoting herbs to educating people about the wonderful & mysterious powers of the plants. The tone of voice is set as if the plants are telling you a fairy tale.
Currently, they are four different collections the brand offers - medical teas with a lot of herbs mixed for specific problems, teas in bags, individual herbs & dried flowers, and EU-certified bio herbs, fully produced in-house.
The designed concepts for the new packages.
To introduce the new brand to the world, as well as the mission to educate and help people be healthy with the power of natural plants, I came up with the idea to use the copy construct of Zdravey (Здравей). Zdravey means primarily Hello, but secondary it can also mean to heal. Which fitted this campaign perfectly. With the construct of ‘Hello’ a positive, desired effect always follows (eg. healthy guts, good sleep, relax, etc.).
So the idea of the campaign is an introduction to the world as well as introducing the world to better health. Hello, good night sleep for example is set to promote herbs that can help you sleep better, like mint for instance.
The first visuals for the awareness campaign. Usually followed with bits of herbs wisdom. The campaign is focused on promoting the benefits of the herbs, not the product itself
More about this project, coming soon....
Art Direction - DotControl
Lead visual designer
branding & execution - Me
Rebrand two visually very distant looking agencies into one family.
New brand values
Funky, Driven, Powerful & Mischievous
Visuals created for the DotControl's & RockBoosts Playbook.
Rebranding means a fresh start. A fresh breath, time for reflection & strategic moves. While working at Dotcontrol I was the main responsible for the visual style and the story of the two brands, now visually united into one family. Some things needed more funk, others more visual power, third were very unclear in the first place. One of the most asked questions? "What color pink are we actually using?" It's different every time one spots it. So more clarity on the new brand guidelines? Check! At the end, rebranding starts from within. If my colleagues can't embrace and carry the new story, is it even worth it? How do you explain the new branding in 5 minutes to anyone of your 70 colleagues, not matter how design savvy they are?
Think balls, act brains
What? Well.. the thinkers and the doers in a healthy mix. Meet the two new typefaces – Galano Grotesque a.k.a the Balls. Very geometric, all sharp but round, soft but bold. The doer. The balls. The perfect match with the two new logos. Paired with Newzald, the witty sheriff in charge of authority and explaining more in depth. Okay... but how about the issue with the colors mentioned before? Those were narrowed down to matte black, white & the now legendary #FF2345. This shade of pink doesn't even need a name. It's the (inter)action color, counting up to remind you it's time for action.
The first three case studies in the new identity. The work delivered colors the scene, and brings freshness in the one-colored brand pallet of the brand
Another set of two visuals for the playbook. Left: The process, right: The teamwork needed for success
And of course - GIFs! I mean, who doesn't love those flimsy little moving thingies
The main hero of the conference. Aristotle 24 centuries later.