Aroma redesign of logo, brand structure and packaging

Aroma, logo, brand identity, design concept, packaging design, typography
Aroma, logo, brand identity, design concept, packaging design, typography
Aroma is one of the oldest Bulgarian companies with over 95 years of history. Years after the change, despite its huge potential, the company suffered from fragmented portfolio, mixed messages and a lack of identity in the packaging. Another problem facing the company was the popularity of Aroma, at this point - mainly among women's 50+ audiences.

Brand alchemy: The challenges for Enthusiasm were to create a clear brand architecture of product groups, a hierarchy of portfolios, and a single brand identity, both corporate and brand. Designing for a mass brand like Aroma requires specifics that are too different from those for brands with a narrower positioning. With branding and design, they solved several problems: repositioning the brand, expanding the audience to women 20+ as well as men. The result of our work has helped us to see Aroma as a modern brand and to significantly expand the age groups, especially those of the younger ones.

What we did: brand identity and architecture of the new Aroma product lines, packaging design, launch of a repositioning campaign, videos
Brand alchemy
To successfully reorder Aroma, we worked on several different series simultaneously, each with specific positioning and audience. Series for different age groups, cosmetic or wash, women only and men only. This has helped Aroma's portfolio become talkative and rich, as well as expanding its place on the big chain shelves.
The Enthusiasm team has been extremely persistent in creating high-level aesthetics in Aroma brand design, packaging and creative communication. Their constant work has given us a design with an extremely aesthetic level, as well as communication ideas and realizations for which, they showed a flawless eye for detail and professional marketing attitude.
Iva Ikonomova
Marketing Director,
Aroma Cosmetics PLC

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