Put the benefits of Ayurveda within the reach of consumers through a full range of infusions, milks, dietary supplements, spices and massage oils, this is the ambition of Fitoform, a family business based in Provence. To design and put on the market this new range intended mainly for organic stores (Biocoop, Natureo, Elan Nature, Marcel and son, Botanic …), Fitoform appealed to the marketing agency “Ciliabule” for the concept and the marketing strategy and the communication agency “Du Bruit au Balcon” for branding and packaging.
The marketing concept of Fitoform: “Ayurveda adapted to our lifestyles and desires”
What are the links between a millennial Indian tradition and an urban Ayurveda addressed to a plural target composed of both consumers initiated to Ayurvedic practices but also attentive organic consumers, who wish to discover another way of life?
The marketing of Ciliabule has allowed to position this new Ayurvedic range under the promise “Ayurveda adapted to our lifestyles and desires !” and to make his practice accessible and compatible with current lifstyle habits.
Also, Ciliabule has placed at the center of its strategy the importance of understanding the multiple innovation of this range which includes both food supplements, spices, cosmetics and infusions, while highlighting the benefits to 360 ° of the brand: organic and non-additive products, atypical self-diagnosis method via doshas and overall support in nutrition, phytotherapy and lifestyle. A real marketing challenge !
A complete device for sale: from the brand’s speech to the graphic identity of the products
Support on the construction of the product ranges, development of the brand’s speech, call for tender for the communication agency, development of the launching device, design of the sales, promotion and communication tools, as many projects undertaken by the agency Ciliabule, which has thought of a complete marketing system capitalizing on proximity, pedagogy and support.
The agency of ‘”Du bruit au balcon” has meanwhile created the brand territory, declined the different packaging, packshot and communication supports: a sales display, a product selection guide, sales support tools for the sales team, a film in motion design, etc.
A brand-name territory of Fitoform: the millennial Indian tradition adapted to today’s consumers
The goal of the creative work was to embody the promise of the brand, true to the ancient Ayurvedic philosophy, while projecting it into the expectations of today’s consumers. To build the Jardin Veda brand territory, the challenge consisted in bringing together several elements conceptually and graphically.
- Ancestral visual markers related to Ayurveda and India: ethnic typography, ornaments and a pictograph stylized by dosha represented by a color whatever the product.
- The codes proving the extreme naturalness of the range, recognized expertise of Fitoform (Floral mandala, in-depth work of highlighting the notions BIO and SANS testifying to the absence of any element other than the products in themselves.
- A marked design corresponding to an urban target (flat current colors without gradients, secondary typos , main entrance of the packs by the benefit to the consumer etc.).
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