The challenge was to build on the existing strategy, to understand and define the brand’s personality, and only then to develop the visual identity because Mihaela had worked with another partner on the brand strategy before she met us.

But that was more exciting than challenging for us. Together with Mihaela, we established the Archetypes Mix (The Creator – because the brand wants to convey emotion and joy through creative and original ideas + The Carer – because all brand actions revolve around giving support, counsel, and empathy to others).

The brand’s name was chosen after a creative brainstorming workshop with Mihaela and based on the Mix of Archetypes. We wanted the name to capture the main brand message: while we express joy differently, we all share one common type of behavior: we smile. This is exactly what we wanted to convey through the name: what the brand stands for – to make people smile.