Cartia
CARTIA, a fine stationery manufacturer based in Amsterdam, produces fabric-textured products, mainly notebooks.
PROBLEM: People are seeking to embrace the present moment and reconnect offline, fueled by the intensity of digitalization.
INSIGHT: Journaling and drawing promote reflection and "Me-Time," providing stressed European consumers with a break from their online lives.
SOLUTION: Re-position the brand with a higher value perception that advocates an offline lifestyle.
Insight to Backbone
The brand focused on technical excellence, but no efforts were made to develop branding and marketing strategies; it was adrift in its craftsmanship and lacked a compelling narrative.
I endeavored to create a more consumer-friendly atmosphere for Cartia by embracing a welcoming approach and crafting deliberate content.
Collaborating closely with an agency, we crafted user-centered content for social media, tailored specifically to showcase how each target audience could benefit from an offline lifestyle. Our strategy incorporated Meta ads to enhance brand visibility and channel traffic towards the brand's website.
Fresh Outlook
Leading the branding and marketing initiatives, I repositioned the brand with a new logo, refreshed product covers, revamped the website, updated product catalogs, and targeted new audiences. Ultimately, Cartia underwent a significant transformation into a refined stationery brand.
Branding 101: Ditch the old logo. It was cluttered, and the cocoon emblem was unclear. The website without the company name caused confusion. I secured a new domain, www.cartiapack.com, aligning with the original brand name from 1983.
The new labels adopted a minimalist style with cursive writing for flair. Technical details on the back aimed for product differentiation, while a peachy color tone rounded off the look.
Revitalized Digital Materials
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1. Previous Catalogue
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2. Wireframe I Created for the Upcoming Catalogue
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3. New Catalogue
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4. Wireframe I Created for Branded Product Customization
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5. Brand Customization to Enhance Any Brand's Identity & Value
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6. Remodel
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7. New Price List
Target Audiences
Journaling & Self Reflection Enthusiasts
Emphasizing the trend of mental health and mindfulness, we promoted journaling, personal growth, and groundedness. To engage our audience, shared introspective notebook aspects and mindfulness tips on social media.
*UNLEASH YOUR INNER WORDSMITH
Stationery & Paper Enthusiasts
Consumers love collecting notebooks and paper products, often driven by hedonistic tendencies, leading to impulse purchases. We targeted this group with ongoing promotions and unique, trendy designs.
*BEST NOTEBOOK THAT WON’T BE USED
Artist & Creatives
Artists, designers, writers, and creatives use notebooks to capture ideas.We targeted this group with notebooks featuring blank pages and thick paper.
*WHERE IDEAS TAKE SHAPE: EXPLORE, CREATE & EXPLORE
Working Professionals
People use notebooks for traditional tasks like organizing work and brainstorming. We targeted this group by emphasizing productivity, organization, and a professional lifestyle.
*STAY SHARP, STAY NOTED
Creative Solution to Boost Sales
HIGHLIGHTING UNIQUENESS
Suggested adding fabric swatches to Cartia's packaging to showcase their unique texture and enhance the retail experience.
CORPORATE WORTHY
Suggested adding back pockets for working professionals based on user preferences to increase sales.
ARTISTIC COLLABORATION
Suggested collaborating with artist Laetitia Doluney to attract a younger audience. The prototype sparked new ideas.
Wrapping Up
Makeover
Cartia has developed a visual identity and a cohesive narrative that influence how customers perceive both products and the brand.
E-Commerce
I acquired knowledge about marketing strategies, specifically how social media complements Meta and Google Ads as an extension of E-commerce.
B2C
In a consumer-focused role, I honed my ability to extract insights from diverse situations to enhance costumer relevance.