ABOUT

Adina Buzatu established herself as one of the biggest Romanian fashion designers and stylists in 2004, when she opened her first flagship store in Bucharest. To this day, the brand is known for its product quality and exceptional style counselling services, used by Romania's top entertainers, musicians and politicians. However, for years the brand has been hit with a dilemma: how do you translate the impeccable in-store experience into the digital space?

A strategic overhaul, that trickled down into reimagining the voice, brand identity and the digital experiences, has brought modernisation and a fresh vision into how the brand behaves online and offline. Additionally, a brand new website and app have been developed and deployed to unify the brand experience and create a seamless customer journey.

Strategy:
The whole company revolves around Adina's image and personality, so the brand had to do the same. The new strategy, "The Home of Style", brings the entire range under a single, unmistakable voice, Adina's own. For years, her stylists and sales assistants, together with Adina, had shaped an in-store experience defined by warmth: the feeling of walking into the open home of a close family. "The Home of Styles" takes that same warmth and extends it across everything the brand now touches, online and off.

Visual Identity:
For years, the square has been the brand's most recognisable signature, the leitmotif of its original identity. It has now been modernised and runs through every brand application: the custom Adina Serif typeface, the custom wordmark, the icon pack and the UI interactions. It also drives the evolution of the brand pattern, which keeps the square at its core while drawing on the traditions of Romanian patternmaking.

Impact:
The repositioning did more than earn attention, though it earned plenty, drawing coverage across Romania's business press and putting the brand in front of a far wider audience than before. What mattered more was who that attention brought in. Within the first six months of launch, online sales rose approximately 10%. More telling still, bookings for style counselling sessions climbed 68% over the same period, sending more clients into the store, into conversation with the style advisors, and toward purchases made with genuine confidence.