*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
bio&bio is a chain of organic food stores. The Croatian organic market is still not as mature as the other EU countries; it’s predominantly a niche product attracting a narrow target group.
The key challenge was to push the brand more mainstream and to broaden the target group. In order to gain market share we had to break down the barrier of organic being perceived as bland and boring and our brand as pretentious, expensive and distant to the broad target segment.
Analysis involved consulting sales people, the founders and the consumers. The strategy advanced into a brand story about the personal experiences of sales people. What better way to show the change then being that change and that is why the sales people were chosen to be the brand ambassadors of the bio&bio brand story. bio&bio inspires personal change by relevant and truthful storytelling by sales people and later by consumers. True stories narrated by the employees were shown in the new visual identity and retail design, resulting in a fresh and vibrant image.
Rebranding changed the way people perceive bio&bio – it became friendlier and more inviting, the food seemed tastier as well and the brand no longer elicited the image of being for the chosen few. The new brand was accepted instantly by the employees, as well as the existing and the new consumers, which was shown in its growing financial figures. The stores that implemented rebranding increased their sales by 60% in the first year after the brand was launched, and the overall sales after rebranding grew by 10%.
The rebranding of bio&bio paved way for other organic brands to enter the market, since it changed the way the broad target market perceived the organic food and our brand was the pioneer of this change.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot
Copywriter: Anja Bauer Minkara
Brand Implementor: Jelena Mezga
Creative Directors: Davor Bruketa, Nikola Žinić, Dragan Lakićević
Art Director: Nebojša Cvetković
Copywriters: Ivan Čepelak, Lana Mujičić
DTP: Saša Krivak
Account Director: Zrinka Jugec
Creative Director: Damjan Geber
Product Designer: Simon Morasi Piperčić
Architect: Marina Brletić
Market Research: Ivana Validžić
Photographer: Domagoj Blažević