Press Release

BrandTailors created the brand activation program for

Naturlich

Beatrice Daniș Andreea Florea

Brand Strategist Brand Consultant

Bucharest, 5th April 2011

BrandTailors – strategic brand consulting and design firm – established the
brand foundation for Naturlich, a new furniture and decoration retail brand on
Romanian market, by means of a brand activation program.
The activation program for Naturlich – a retail brand of Larix, a Romanian furniture producer – follows the
rebranding program brought to life by BrandTailors at the beginning of March and was implemented by means
of a first communication plan.

Naturlich came to life when Larix management team challenged BrandTailors to find a solution meant to
transform their stores in an independent brand. With an objective to consolidate “the German store having a
Romanian soul” brand positioning, the implementation of the first step of the communication strategy started
with the launching campaign of the first store in the country where the new brand identity was integrated,
located in Cluj-Napoca.

Naturlich communication platform carries on the brand idea – the affirmative answer of Naturlich’s
representatives to all its customers’ questions – and in this context, all communication executions were
developed based on a series of questions that had the same answer: the name of the brand.

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“ At a preliminary contact with Naturlich, the customer is
undoubtedly exposed to the brand’s vision on the category
and the way Naturlich’s representatives approach customers’
desires and demands. The communication manner had a double
advantage, brand coherency and versatility being ensured while
addressing any kind of questions. Moreover, the recall potential of
the question-answer mechanism is likely to turn the brand’s name Beatrice Daniş
into an urban colloquial language mnemonic.  Brand Strategist
”
After the campaign that announced the opening of the store from Cluj, the second communication campaign
was conceived and implemented. This second campaign had a more significant component in setting the
brand’s foundation and it was focused on the main attributes of the retail brand- the wide range of products
that Naturlich offers.

“ With a wide product range to choose from, Naturlich’s customer

stands out by a unique home furnishing and decorating style. This
is the main idea of the second communication campaign, whose
creative executions are designed to consolidate brand’s rhetoric Andreea Florea
and visual language. Brand Consultant
”
Naturlich brand activation program is the second project of its kind elaborated by BrandTailors, after setting
Rarăul dairy brand foundation in September 2010, a project enjoying a TVC-based launching campaign.

BrandTailors team members contributing to this project development were: Beatrice Daniş – account planning
and creative concept, Andreea Florea, Beatrice Danis, Janos Kurko and Ovidiu Pop – brand communication,
Andreea Florea and Ionuţ Militaru – project management.

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There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and
effectiveness. 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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010667, Bucharest–1
Phone: (+4)-031-620-84-84 www.brandtailors.com
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