From selling branded merchandise to spreading the
“goosebump effect”across the world.
Services
— Brand Strategy
— Rebranding
— Brand Identity
— Brand Voice
— Brand Video
— Website design
— e-commerce 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.
“Brave was the fifth company to receive this briefing. The client didn’t need to look for a sixth.”
We realized that 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. They weren'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.
the revealed truth
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.
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 idea
A logo that expands from its origin in a cursor, inviting us to write together a story that grows through ideas. Simple, powerful, exciting, engaging. A brand image that, now truly, transmits and shapes all the potential behind the collaboration that each client establishes with Chilli. A way to show, both internally and externally, that the barriers that once limited Chilli are broken forever, allowing its uniqueness to flourish.
Identity System
With the new Chilli and its redefined purpose, a dreamy brand is born. A brand that invites us to rethink everything to make the connections that brands make with people a reality, without limitations. An invitation to go further as professionals and as people and, above all, an antidote to the indifference that separates us from each other, which now transforms into the search for the most ambitious goal:
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
“We quickly understood the limitations of having a brand that doesn't match the scale of your ideas.”
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."
Brand Rebirth
A profound rebranding, based on the discovery of the truth of a brand that has inevitably evolved over time, is both a novelty and a celebration. A new impetus, an injection of hope and a discovery of elements that had gone unnoticed. Inside and outside the organization. The involvement of everyone in this rebirth is essential and is the start of successful brand work. Brave develops the essential tools so that this new strategy is easily assimilated by everyone and the feelings generated around it are univocal and coherent.
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.
