
Organic Beauty For Naturals
Lenny Organny is a hair, skin, and nails wellness company that produces and distributes organic care products of high quality. Their personal care products are naturally sourced and eco-friendly. Lenny Organny stems from a love for natural products and a passion for health and wellness.
Our studio's mission was to help Lenny Organny become the brand it envisioned, establishing a strategy and identity, and developing impactful customer touch-points.
Challenge
Identify the brand's purpose, position, differentiate the brand in the market, and launch the first line of products.
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Outcome
Equilateral Studio helped Lenny Organny focus their brand strategy. This led to the development of their identity.
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Crafting The Strategy
We sat down with the team at Lenny Organny to craft the brand’s strategy and identity for the release of their new products. Over a four-hour facilitated meeting, we discovered the pain points of the new business. Additionally, we helped them prioritized the needs and goals of their business and its customers.

Getting To Know The Customer
Lenny Organny cares first. it's the go-to product for naturals obsessed with organic, plant-based hair and skincare. To comprehend their customer's needs, we developed individual profiles that represent target customers.
Customers
Natural
Organic
Self-Loving
Holistic
Non-Conformers

Defining The Brand
Through various exercises during our discovery session, we were able to uncover the brand's key pillars. This process helped to define the brand's personality, look, sound, and actions.

Brand Positioning Statement
Organic hair & skincare for women who understand that natural resources have the power to maintain health and wellness.
Brand Identity
We designed a whole identity system to ensure that all customer touchpoints reflected the brand. This included the logo, a new color palette, a new typeface, and anime-inspired design elements. This created a more cohesive experience and atmosphere for both the physical event and its digital extensions.

The Logo


Selecting the best type
Avenir Sans
Avenir Bold
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Avenir Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Avenir Medium
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz



Choosing a color palette
We designed an entire identity system to ensure that all customer touchpoints reflected the brand. This included the logo, introducing a new color palette, a new typeface, and anime-inspired design elements. This created a more cohesive experience and atmosphere for both the physical event and its digital extensions.

Creating an illustration
We designed an illustration to reflect the most natural form of art, hand sketching. The illustration depicts a scene of the organic ingredients used in Lenny Organny's products.

The Packaging
Experience
We crafted an unforgettable experience for Lenny Organny's customers. Lenny Organny's number one message to their customers is two words, "Thank You." We constructed a packaging system that would express gratitude in the most creative, and thoughtful way, while keeping a coherent identity, and delivering excitement.



