Prispanoua - Interior Design Ecommerce BrandingCase Study

CLIENT

PRISPANOUA

YEAR

2021

SERVICES

brand strategy
‍
NAMING AND MESSAGING
‍
visual identity
‍
print-digital design
‍
art direction
‍
packaging design
‍
launch strategy
‍
copywriting

Intentional
spaces for
living life well

Prispanouă is an interior design ecommerce that helps people create intentional spaces with locally-sourced furniture and accessory brands made in Romania.

Laura, the founder, approached us in an effort to to clarify the underlying purpose and find language for how to communicate it to the Romanian market in particular. Besides having a clever name as a starting point, we worked from the ground up through the creation of a brand strategy and identity as well as a launch campaign and social media management for the first few months. The brand strategy and identity were carefully applied and adapted to core touch points across web, advertising, social media, and packaging.

Our goal was to inspire and educate people to shift perspective on how the furniture and accessories in a space radically change the way you live. And, of course, a core part of the strategy was an invitation to support local brands made in Romania.

BRAND STRATEGY

Defining a new
concept in the
Romanian market

The brand process started with a deep dive of the key points of product and service differentiation, industry marketplace, and audience. We came away from the process with a stronger sense of who Prispanouă is for as a brand and, more importantly, who it’s not for.

We also recognized a real need for educating people on interior design in general and on why it’s important to buy local. With the concept of buying local brands only now starting to take off in a few big cities nationwide, we recognized that this was Prispanouă’s opportunity to be part of the conversation.

The Prispanouă brand was built around a new purpose: to unlock the potential of intentional spaces for living life well–from the everyday moments to the well-deserved celebrations. That unlocking action is done through 3 key pillars: approachable education, curated inspiration, and a guided customer experience.

NAMING AND MESSAGING

Giving a real voice to prispanouă

The brand voice had to verbally conveying the approachable and inviting brand experience we wanted to create. That’s why the brand voice is defined by four elements: human, friendly, empowering and clear. In addition to expanding on how to practically implement the brand voice, we also analyzed how the tone of voice should be adjusted in various situations. To top it off, we created a messaging structure to use in everything from social media captions to customer service support emails.

Although we can’t take credit for the name, we used the brand strategy to craft a stronger story around why it’s such a significant name. The first word, "prispă", is representative of traditional Romanian front porches—a place where family and friends often gathered, which is why Prispanouă promotes and supports local interior design producers. The second word, "nouă", emphasizes a modern take on what intentionality in a space can look like both in reinterpreting the tradition of gathering people and through an underlying modern aesthetic.

VISUAL IDENTITY

An abstract front porch

Drawing inspiration from the name itself and the brand strategy, we looked at old photos of traditional prispăs (front porches), timeless serif typefaces, modern art, interior design elements, and inviting color palettes.

To create a sense of belonging, we developed a logo where the letter “n” extends as an abstract prispă (front porch) for the rest of the letters in the name and the last letter “a” extends beyond itself as if reaching for something new and modern. Paired with a timeless yet modern serif font, a mostly neutral color palette (ceramic blue being the pop of personality), and lots of white space, the visual identity comes together in a unique way.

“Naomi understood what I needed and she managed to create awhole business identity from myidea and the problem that I identified in the market.”

LAURA TAMAS,

FOUNDER OF PRISPANOUA

LAUNCH STRATEGY

Officially going live with the launch

After finalizing the identity, I worked on structuring a realistic launch strategy. We then applied the brand to the key customer touchpoints for Prispanouă: social media design, packaging, and a coming soon website.

Besides preparing these touchpoints, I helped create and implement a launch campaign.

Branding with
‍purpose for good.

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