We Are Pure helps Russian organic shop

Pervoe Reshenie, one of Russia’s leading health and beauty manufacturers, has launched a range of new stores with the help of brand and packaging design consultancy We Are Pure.


The four new outlets, simply called ‘Organic Shop’, are situated across Moscow and offer customers a choice of organic health and beauty products from Pervoe Reshenie’s own ranges, as well as lines from other brands in the sector.


As part of an ongoing working relationship with Pervoe Reshenie, We Are Pure took control of all design work for the stores. The Nottingham-based consultancy worked alongside the company to create the store concept, design the logo, interiors and packaging for a unique Organic Shop health and beauty range. It also handled all aspects of in-store design, from creating the POS and marketing video, to visualising the staff uniforms and gift boxes.


Commenting on the new Organic Shop stores, David Rogers, owner and creative partner of We Are Pure, says: ‘The challenge for this project was to fully immerse ourselves into a completely different retail market with a new set of consumer expectations.


‘The organic concept is a fairly new one to Russian shoppers and, whereas the UK consumer likes the association with nature and the creation of softness through brand and packaging design, the Russian market wants a sense of luxury.


‘We had to create the required premium feel, but still emphasise the organic nature of the products. This was achieved via the bold black and green colour scheme that runs through the interior, logo and staff uniforms, coupled with the use of natural imagery on the POS, on light boxes throughout the store and in the marketing video playing on screens.’


We Are Pure has worked in partnership with Pervoe Reshenie for the past three years, with the consultancy creating many of the key brands that have resulted in the company becoming a multi-million pound business.


Amongst the brands created by We Are Pure is Natura Siberica, Russia’s first organic health and beauty range. The consultancy has also developed the Mama Kam Chat Ka and Organic Garden brands, helping them to become some of the biggest sellers across Russia and neighbouring countries.


Rogers believes that the working partnership is set to continue: ‘The senior management team at Pervoe Reshenie tells us that the Organic Shop stores have been incredibly well received by consumers. They are now looking at creating 50 more outlets across Russia.


‘We are also currently looking at ways to adapt some of the company’s brands for the western market, so I fully expect to see some of the products on shelves much closer to home very soon.’


As well as working internationally, We Are Pure has created innovative packaging designs for some of the UK’s biggest names, including Trevor Sorbie, Cadbury, Speedo and Associated British Foods.


For more information on We Are Pure, visit www.wearepure.net

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