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Press Release

BrandTailors launches Naturlich, the first furniture and

decorations retail brand created by a Romanian brand
consultancy firm

Beatrice Daniș Ovidiu Pop Anca Tăzlăoanu

Brand Strategist Senior Brand Designer Brand Consultant

Bucharest, March 1st 2011

BrandTailors – strategic brand consulting and design firm – created a new
Romanian furniture and decorations retail brand.
BrandTailors team was challenged by Larix, an important Romanian furniture producer, to find a solution meant
to transform the stores operated via Ambient DIY retail network in an independent brand to inspire to the
consumers furnishing and decorating solutions for their most intimate space – their homes.

Following an extensive brand and category auditing process and a series of strategy exploration workshops,
BrandTailors consultants have identified Larix retail business competitive advantages, as well as insightful
consumer’ needs.

From the beginning we looked up for a solution taking into

consideration the three coordinates being equally important when
creating a retail brand – products’ quality, diversity and availability,
supporting services effectivenes and pleasant shopping experience.
The new brand’s idea was a natural conclusion of the three
business arguments and so the new brand gets rid of the word
Anca Tăzlăoanu
“no” from the conversations with customers and prospects. Brand Consultant

Thus, the new positioning defines the brand as “the German store having a Romanian soul”, a phrase that states
the harmony between the German-like products and services quality, as well as the shop assistants’ availability
and assertiveness. The moment “no” was replaced with “yes”, the naming and the slogan solutions came naturally.

Naturlich – meaning “of course, sure” – is a brand that answers positively to a series of issues that are usually
brought about by the need to furnish and decorate one’s home, a need being directly addressed by the brand
slogan - “furniture und decorations”.

Creating a new furniture and decorations retail brand set to
become an important player on the Romanian market is difficult,
indeed. That’s why we said “yes” to this challenge, we dared to do
it and at the end of the process we have faith that, in time,
Naturlich will become a strong and valuable brand, because, same
as our client did, BrandTailors team invested into this project its
sincere passion and a valuable expertise gained over the last seven
Beatrice Daniș
years of branding practice. Brand Strategist

Complementary to the verbal identity, the visual identity combines the brand name initial letter with the
exclamation mark in a strong and compact symbol, in a yellow-based chromatic solution enforcing the
exclamatory brand’s name phonetics.

We limited the brand to yellow because, in contrast with the metal

structure’s grey or with the furniture’s color pallet, it provides the
highest level of visibility in a retail environment, conveying as well a
sense of familiarity and closeness, in a space where one can choose
Ovidiu Pop
various objects for decorating one’s home. Senior Brand Designer

BrandTailors team members contributing to this project development were Anca Tăzlăoanu, Andreea Florea –
brand audit, Beatrice Daniş, Anca Tăzlăoanu, Andreea Florea – brand strategy, Beatrice Daniş – verbal identity
and rhetoric, Ovidiu Pop, Beatrice Danis – visual identity, Andreea Florea, Ionuţ Militaru - project management.

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There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and effective-
ness. These words have guided our steps over the last seven years, whilst we have completed over 90 projects and changed
the paradigm for over 40 product and service categories. This is what sets us apart, BrandTailors, the first brand strategy
consulting and design firm in Romania that applies and promotes a strategic approach as basis for the branding process.

Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after year and
looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company, GlaxoSmithKline,
Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Ţiriac Holdings, Intact Media
Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Măgura, ROM, Silvana, Zuzu, Fulga, Rarăul,
Lăptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open România or Class Living and
created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, Vibe FM or Naturlich.

As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries by
stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the pioneers
that separated product and services branding operation in order to set unparallel effectiveness standards. To this respect, in
2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital branding
consultancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively
on social networks.

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15 Henri Coanda St, 1st Floor

010667, Bucharest–1
Phone: (+4)-031-620-84-84 www.brandtailors.com
Fax: (+4)-031-620-84-87 2/2