Originals

Bloom Communication signed the rebranding process for the Originals.ro, an online multi-brand store, and leader of its market segment. The new identity and communication style repositioned Originals as a real trendsetter and active participant in defining and supporting the personality of its customers.

Brand Strategy

Originals.ro is an online multi-brand store trading shoes, clothing and accessories for women, men and children. In 2012, Originals.ro was nominated the store of the year at the e-Commerce Awards, being the exclusive and official The new identity and communication style repositioned Originals as a real trendsetter and active participant in defining and supporting the personality of its customers, due to complex online and offline communication. 

The design, layout and graphical implementation of www.originals.ro interface played an important role in the rebranding and building of a new brand interface, as they used the latest studies on usability and ergonomics, to provide its customers an experience that builds their loyalty. 

The rebranding lasted nearly 8 months, and our mission was to best use the strengths of Originals brand in the Romanian market, to strengthen its sales leader position in its field and to create healthy brand development directions.

Visual Identity

We started from the idea that Originals sets the smart dressing trends, where customers can combine the trends with the styles that suite them best and their daily need for comfort.

The new brand identity is built on a strong symbol – the Roman wearing sunglasses – expressing the capacity of each individual to define and reinvent his/her outfit. With a new brand attitude, i.e. “for every lifestyle, identity”, Originals wants to surprise and satisfy two of the most important contexts for choosing a dressing style: 
1. The use of a certain dressing style due to the membership to various social groups;
2. Emphasizing various personal attitudes by adopting dressing trends and accessories. 

Originals convey the attitude of a leader, trendsetter, of the one who defines, builds and dictates dressing styles, together with the big international trendsetters. Originals is now the trendsetter of the smart behaviour in fashion, where the customer may combine the trends with the style that fits him/her best and his/her need for comfort. 

Originals wants to provide its customers all they need to feel good and to shape their own personality in an original way.

Interactive Design & Website building platforms

The partnership with 27 famous brand, of which 5 are exclusive, gives Originals a rich product portfolio, used by its customers to define their own lifestyle, personality, passions and interests, diversity and originality. 

The Originals customers deserve to have a surprising shopping experience, and this is why we provided a deep transformation of the www.originals.ro e-commerce platform. 

The entire product portfolio was reorganised by types and categories, and we simplified the shopping process.