FUTURE GENERATIONS
Creating A Better Future.
Olant, A Maternity Store Re-Branding.
Olant, A Maternity Store Re-Branding.
PROJECT OVERVIEW
Olant is a chain of maternity retail stores and an online retailer, located in Moscow, Russia. They started as a small family-owned store that specialized in maternity necessities. Their original brand identity reflected a more pharmacy-like approach. But after 10 years of leading the maternity market in Moscow, Olant started to position themselves as trendsetters. They entered a new niche, and were providing more premium products to their customers. Therefore, their brand values and their target audience has shifted. Their current brand identity didn't fit their image any more.
I started this project with writing a new brand manifesto for Olant. It needed to sound more sincere, more inspiring, more exciting.
Here is what we ended up with:
"At Olant, we are a family. We are the customers, we are the aunties and uncles, and we are the parents. We know all of our babies by names, we watch them grow, we celebrate their ups and help through their downs, we teach and we learn, and we make sure that our next generation is raised in the safest and the most comfortable environment as possible.
We are the stylish mothers and the new fathers. We are the future grandmas and first-time grandfathers. We support each other, share our experiences and favorite products, and we help each other make the right decision when it comes to the most important things in our lives.
At Olant, we are shaping the future. We test, we try, and we choose, to provide our children with the best products, bringing comfort and joy into their lives, and into the lives of each other.
At Olant, we are a family. And we know how to make the family happy."
And just like that, the new journey of Olant has started.
After the new manifesto was confirmed, we ended up with a tagline: "We are a family", and we started to refer to the brand as a modern and premium maternity store for tech-savvy, quality-driven parents, who seek comfort for their newborn babies, and are willing to pay a higher price-point for natural materials, organic ingredients, and foreign brand names.
