NATUU

Services Provided:
Brand Design Strategy
Brand Purpose
Brand Idea
Brand Persona
Brand Naming
Brand Rhetoric
Brand Identity
Graphic Design
Packaging Design
Object Design

Industry Context:
Cluj-Napoca has developed quite a taste for vegetarian food and the most important player in this niche is a restaurant called Samsara. Its owners wanted to access the quick service restaurant (QSR) sector and change people’s perception regarding healthy food.

Challenge:
Launch a vegetarian QSR without focusing solely on vegetarian consumers, which represent only 4% of the Romanian market.

Strategy:
We aimed at Samsara’s main advantage - tastiness. Thanks to their amazing record in the “tasty” department we chose to create and communicate the new brand surrounding the “healthy can be tasty” idea.

All the food would need to be pre-packed, put on the shelves and ready to be picked up quickly and served by customers. So how do you “talk” to your customers if there’s no extensive menu or waiters to tell you more? By giving a bold voice to the product through packaging design and using a series of funny and witty slogans. Get a smile and make them curious.

Natuu proved to live up to its promise and made healthy food tasty, reaching beyond the vegetarian niche and being successfully accepted by all lovers of tastiness.

Team:
Marius Farcas
Adela Sabou
Beniamin Pop
Cosmin Todor Studio

Year:
2019