From selling branded merchandise to spreading the “goosebump effect”across the world.
Services
/Strategy
/Purpose
/Brand identity
/Naming
/Logo design
/Brand voice
/Brand video
/Web design
/eCommerce design
the quest
Chilli turned out to be a company eager to grow, yet constrained by a brand that didn’t fully reflect its potential. A strategic process was launched to redefine the brand with purpose at its core. Despite their genuine commitment to sustainability, the competition was using the same narrative in a sector criticized for 'use and discard' products. We had to shift direction to stay ahead and show the world the impact a brand determined to make a difference can achieve, simply driven by their capacity and drive to Think Again every product and every process.
the revealed
truth
Strategy
The solution towards a new, powerful and differential brand was already there—it just needed reflection and the right perspective. Through immersion in the company and the people behind it, we saw that their services extended far beyond selling and managing logistics for B2B sustainable merchandising. We needed to make this feature visible outside their offices as well.
Purpose
Chilli’s team wasn’t just ensuring that “the boxes arrived on time and properly printed”; they genuinely involved themselves in every customer order, striving to exceed expectations at every stage. From their suppliers to the end user, each step of the journey was treated as an opportunity to build or enhance a relationship. That's how the “goosebumps effect” was born as a purpose to achieve.
the BRAVE Brand
Chilli is a great example of a project that believes in itself, and that is the best raw material for building a Brave Brand. It’s a company led by an exceptional woman, Geanina Ioan, an entrepreneur recognized multiple times by Forbes Under 30 in Romania. She is the person capable of driving the international growth of her own company while also leading the transformation of the merchandising industry as a whole.
Brand identity
This profound rebranding, rooted in uncovering the truth of a brand that has inevitably evolved over time, became both a novelty and a celebration. A new impetus, an injection of hope, and a discovery of elements that had gone unnoticed, both inside and outside the organization. The involvement of everyone in this rebirth is essential and marks the beginning of a successful brand built to grow.
Naming
Feeling the involvement of Chilli Ideas in each of their works made us think that their true contribution consists of those ideas generated around the product being sold, not in the product itself. It is the ideas that make the difference and the original naming (Chilli Ideas) was transformed into a simplified name + a meaningful tagline. Chilli - ideas to grow.
To grow, no matter who you are: a company, a professional, a human being, or an inhabitant of a planet that needs us to change our habits. To grow as a business embracing the process of large-scale internationalization.
Behind the logo
A logo expanding from its origin as a cursor, inviting us to co-write a story that grows through ideas. Simple, powerful, exciting, engaging. A brand image that fully conveys and harnesses the potential of each client’s collaboration with Chilli. It signals that the barriers once limiting Chilli are gone, allowing uniqueness to flourish. With the new Chilli, a dreamy brand is born—an antidote to the indifference that compels us to engage in the ultimate pursuit: the goosebumps effect.
Tone of voice
A young, involved team that enjoys their work and wants to make things happen. A cool brand whose goal is to generate feelings towards its clients' brands through the Chilli unexpected ingredient and, of course, a unique way of speaking to enjoy copywriting.
Geanina Ioan | Chilli CEO
“ Pending clients' review. ”
Brand activation
Web
The website marked a turning point in the way Chilli talks with their clients by transforming into addsomechili.com, an interface as extraordinary and sensory as the brand, with a double gateway: maximum usability and speed for everyday needs, or fully customized service for exceptional requirements. A constant reminder that Chilli’s team is there to add all the flavor any order needs.
e-commerce
Even an e-commerce can be thought again: ideastogrow.me Maximising the potential of the responsive tagline 'ideas to grow,' an inspirational way to explore the collection with that unexpected ingredient that only Chilli brings to its clients. Products presented in very Chilli-themed categories that greatly enhance the brand's identity and strengthen the relationship with customers.
Chilli Webshop Experience
A know-how that the brand now applies to its clients, helping them develop their own e-commerce platforms through the Chilli Webshop Experience. A brand born and designed without limits, allowing its services to grow even further.
The results
✦
A brand that can hold the dreams and growth potential of its managers.
✦
A brand positioning and assets that truly stand out from the competition.
✦
An iconic brand with an emotional impact making real the 'goosebumps effect'.
✦
For Chilli to keep growing, having smashed through the limits of its previous brand and market perception.