Case Study

Strategy

Messaging

Identity Design

Packaging Design

Printed Marketing Assets

Organic Beauty For Naturals

Lenny Organny is a hair, skin, and nails wellness company that produces and distributes organic care products of high quality. Their personal care products are naturally sourced and eco-friendly. Lenny Organny stems from a love for natural products and a passion for health and wellness. 
 

Our studio's mission was to help Lenny Organny become the brand it envisioned, establishing a strategy and identity, and developing impactful customer touchpoints. 

 

Challenge

Identify the brand's purpose, position, differentiate the brand in the market, and launch the first line of products.

Outcome

Equilateral Studio helped Lenny Organny focus their brand strategy. This led to the development of their identity. 

Creating The Strategy

We sat down with CEO Ari Sampson and the team at Lenny Organny to craft the brand’s strategy and identity for the release of their new products. Over a four-hour facilitated meeting, we discovered the pain points of the new business. Additionally, we helped them prioritized the needs and goals of their business and its customers. 

working-in-a-group-6224.jpg

Getting To Know The Customer

Lenny Organny cares first. it's the go-to product for naturals obsessed with organic, plant-based hair and skincare. To comprehend their customer's needs, we developed individual profiles that represent target customers. 

Customers

Natural

Organic

Self-Loving

Holistic

Non-Conformers

Defining The Brand

Through various exercises during our discovery session, we were able to uncover the brand's key pillars. This process helped to define the brand's personality, look, sound, and actions.

Positioning Statement

Understanding who Lenny Organny creates products for and what they provide helped define the positioning statement.

Brand Positioning Statement

Organic hair & skincare for women who understand that natural resources have the power to maintain health and wellness.

Brand Identity

We designed a whole identity system to ensure that all customer touchpoints reflected the brand. This included the logo, a new color palette, a new typeface, and anime-inspired design elements. This created a more cohesive experience and atmosphere for both the physical event and its digital extensions.

The Logo

Avenir Sans

Selecting the best type

Avenir Bold

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Avenir Medium

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Avenir Medium

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz

Choosing a color palette

We designed an entire identity system to ensure that all customer touchpoints reflected the brand. This included the logo, introducing a new color palette, a new typeface, and anime-inspired design elements. This created a more cohesive experience and atmosphere for both the physical event and its digital extensions.

Creating an illustration

We designed an illustration to reflect the most natural form of art, hand sketching. The illustration depicts a scene of the organic ingredients used in Lenny Organny's products. 

The Packaging

Experience

We crafted an unforgettable experience for Lenny Organny's customers. Lenny Organny's number one message to their customers is two words, "Thank You." We constructed a packaging system that would express gratitude in the most creative, and thoughtful way, while keeping a coherent identity, and delivering excitement.

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