Fresh
rebranding
for Leros
How did we approach the rebranding of a brand that has been on the market since 1954? It took a lot of chamomile and plenty of digital know-how.
Strategy
Rebranding is a delicate matter. To ensure that a sudden change doesn't alienate our loyal customers, we've developed a strategy for a gradual transition to the new brand identity and communication, in addition to the rebranding itself.
How does it work after 5 years?
First steps
The first part was to create a new definition of the brand’s character, based on its archetype. In collaboration with the client, a key brand manifesto was developed, from which the slogan “herbal wisdom and harmony since 1954” gradually emerged.
What about the name? At GREP, we use a time-tested method for these situations, which has allowed us to weigh the pros and cons of renaming, including a percentage-based evaluation.
Based on the results, we recommended that the client stick with the original name “Leros” and maintain brand continuity.
The cycle of nature
For a brand that has been successfully operating in the market for more than half a century, it made sense to maintain a certain degree of visual continuity. We retained the original linden leaf emblem and added a circle as a symbol of harmony and balance.
The next step was to devise a completely new system that would ensure products are categorized correctly over the long term. This also involves new names and color codes.
Within the individual Leros lines, we have standardized the design of nearly 200 items.
Photo shoot
The first shots were taken at the elderberry farm, marking the start of a new era in Leros’s communications.
To show that Leros is truly committed to the environment, they’ve switched to a different way of packaging their teas. They’ve done away with the cellophane wrappers, and the tea bags themselves contain no metal clips or any plastic – they’re made entirely of paper.
Packaging
Our final task was a complete redesign of the website, including the online store. We also created a graphic design guide, which includes guidelines for everything needed – from packaging to the style of the photographs.
The result? Our design won the “Packaging of the Year 2021” award!
