Koerperkult ...natuerlich is an owner-managed store selling sustainably produced goods such as cosmetics, body care and modern apparel.
The challenge was to create a minimal yet distinctive and at the same time somewhat playful brand identity that resonates with the assortment and unusual-unique interior.
Having been commissioned with developing a visual identity for this client in summer of 2014, the project soon turned out to be experience led. Understanding the idea of creating an overall concept that includes seamless transitions between analog or digital deliverables and the experience when physically entering the store, helped to realize the necessity of elaborating the intended experience outcome for customers in the first place before even defining feature sets of these deliverables.
Despite providing precise information during the initial kick-off meeting concerning how parts of the visual identity - specifically the logo - should look like, jumping right into creation just didn't feel accurate. I realized that truly embracing the vision of the desired experience outcome and finally crafting it meant to physically visit the store myself in the course of construction, sifting through sketches and discussing the final interior design, thus extending the level of collaboration.
I believe this project turned out to be unusual in various ways. Not only in the sense of a rather close collaboration with the client, but also regarding the degree of attention that was paid to details during the process in order to create a seamless experience for customers.
Synchronizing our commitment and envisioning the experience outcome at first resulted in visual assets that are in line with the brand's core values while simultaneously reflecting its unique character. Getting a great customer reception on store opening verified the adequacy of this approach.