How to profile a brand in a cluttered market

The brand foundation:
Being able to say why the customer should want us

The foundation of a strong brand is to explain clearly how it differs from hundreds of similar products. Nobilis Tilia cosmetics had the huge advantage of a customer base built over years that felt IT. They knew why they usually stay loyal to the brand after trying it out. The communication challenge, therefore, was how to pass this experience on to new customers.

The company had already done a lot for this. On the Czech market, it has the widest portfolio of products meeting the strictest certifications of natural and organic cosmetics. But that's not how a relationship is formed. Certifications are not the reason why members of the community love the products. They are 'only' proof of quality for those who need proof.

After a series of workshops with the marketing team and a thorough analysis of reviews and the experience of the sales team, a unifying fragment crystallized - besides exceptionally effective care, it is the aromatherapeutic effect. A dimension that competing products do not offer (either they don't have it, or they don't say it). Nobilis Tilia formulations are designed to help tune not only the body but also the mind, support health, calm, or conversely boost mood. Skin care is elevated to a ritual that harmonizes people's lives.

And exactly this is the position/uniqueness/principle with which Nobilis Tilia began to work when developing its brand. And they let it organically permeate all company communication.

Unified presentation:
Permeating the principle through all layers of communication

Products also needed to reflect the quality of content on their packaging. The system had to be simple, clear, and harmonious, even though the portfolio numbers over 350 different products.

We cleaned up visual clutter, guided attention to the essential, and strengthened the brand presentation.

Despite different packaging shapes and several product groups, a consistent style was maintained.

For everything to work, communicate, bring joy, be clear – it is necessary to consistently use the style, content, and spirit of the brand in every material that comes into contact with the customer.