We started by doing multiple interviews with the founder and his team across all departments, trying to get to the root of what was and wans’t working well internally as well as externally. Alongside that, we also dove into research of competitors especially within the Romanian market in addition to the evolving desires of the target audience.

What came through this work was just how important the entire customer experience was beyond the transactional part. People were looking for a brand to understand the reasoning behind why they enjoyed sports in the first place and there was also an opportunity for building real community with these customers.

We built the brand around the concept of progressing together: Stonefeet exists to equip you for the adventure of sports and everyday life, with the support of real community.

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.