Naturescu. Natural products and modern retail.

Brand Design
Brand Strategy


The main initial challenge

One of the oldest naturist points of sale in Bucharest, known by an educated audience, Naturescu bare not this name. It functioned as a no-name brand and wanted to open a new store in a shopping mall.

This was our challenge – to create a relevant name and brand identity for a famous naturist point of sale and a store layout design for a different shopping venue – a mall gallery.

Our Strategic solution

After understanding the specific of their business, their passion and dedication towards always finding new products and solutions for their customers, we created a personal, family name from the juxtaposition of Popescu – the owners name and “natural/natura”. We also created a warm, personal and knowledgeable brand persona, which fitted perfectly both the family’s personality and the business profile. We adapted the concept for the modern retail and created a store layout more open and inviting for people discovering natural products in their mall shopping experience.

Our Design solution

Inspired by old pharmacy tradition and nature, the visual identity mixes the classic font name with an artistic approach of the natural elements. We accommodated one of the must haves – the retail is “busy” with products and organized the store with two different areas – the one over the counter always dependent on the shop assistants and the open area where people can explore products by themselves.