Biogood
Pioneering modern organic retail
Romania had a real and growing appetite for organic food, but no modern retail built around it — the category was underdeveloped and underserved. A group of entrepreneurs set out to open a dedicated chain for organic, bio and fair-trade food, and to make it a lifestyle brand rather than a niche health shop. Brandient was engaged to create it.
The instinct in the category was the pastoral one — earthy tones, rustic cues, the imagery of the farm. Brandient went the other way. The customer worth winning was not the health-store shopper but the affluent, design-literate consumer for whom eating organic is a lifestyle choice, and that shopper wanted a modern, premium brand rather than a folksy one. So Biogood was built as a contemporary retail brand — clean, confident and aspirational — that framed organic food as a premium lifestyle, not a worthy compromise.
The name said it plainly. Biogood, carried by the line "Bio is good," is simple and instantly memorable; a heart-shaped mark and a white-green-red palette give it warmth and clarity, standing for health, freshness, inspiration and responsibility. The system ran consistently across the store environment, the corporate identity, the loyalty program and the communications — one coherent, modern brand for a category that had never had one, and a pioneer’s identity for a market it set out to help create.
Client:
Biogood
Industry:
Retail and Consumer Services
Project type:
New brand creation
Date:
2008
Services:
Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Branded Environments, Corporate ID Program
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