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Client
Papaya — a new massage chair brand from Belarus
Tasks
Build brand positioning
and create a visual identity
and create a visual identity
Develop a communication strategy to launch the brand and generate first sales
Process
The client came to us with a request to “build the brand from scratch — strategy, story, and visuals”. In other words — to pack the brand with meaning and give it a full visual identity.
We kicked things off with a briefing session to understand how the client envisions their brand and to lay the foundation for the next stages.
After a deep dive into the target audience, competitor landscape, and current trends, we crafted a positioning based on the brand’s core values and the personalities behind it.
After a deep dive into the target audience, competitor landscape, and current trends, we crafted a positioning based on the brand’s core values and the personalities behind it.
The client came to us with a request to “build the brand from scratch — strategy, story, and visuals”.
In other words — to pack the brand with meaning and give it a full visual identity.
In other words — to pack the brand with meaning and give it a full visual identity.
We kicked things off with a briefing session to understand how the client envisions their brand and to lay the foundation for the next stages.
After a deep dive into the target audience, competitor landscape, and current trends, we crafted a positioning based on the brand’s core values and the personalities behind it.
After a deep dive into the target audience, competitor landscape, and current trends, we crafted a positioning based on the brand’s core values and the personalities behind it.
Big Idea
for your body, mind and soul
Just like a car used to be a luxury but is now simply a way to get around — a massage chair shouldn’t be a luxury item, but a personal wellness assistant.
Brand Metaphor
We want to change how people think about massage — so it’s no longer seen as something expensive or rare, but as part of everyday self-care.
Mission
To inspire people to take better care of themselves and their health
The visual identity we created continues this concept — it’s all about evoking a sense of calm and harmony that comes with using Papaya massage chairs.
It’s a modern, nature-inspired aesthetic: soft tones, clean layouts, close-up and full shots, and attention to detail.
We integrate natural elements and focus on both physical and mental health, since they’re deeply connected —and we aim to convey that feeling through visuals.
We integrate natural elements and focus on both physical and mental health, since they’re deeply connected —and we aim to convey that feeling through visuals.
Next, we developed a communication strategy that shaped how the brand expresses its values and emotions across social media.
We built a clear content structure with categories for all post types, created a visual guide showing how to use the brand identity, and outlined a plan to grow the brand and reach its goals.
And together with the client — we keep bringing the vision to life :)
We built a clear content structure with categories for all post types, created a visual guide showing how to use the brand identity, and outlined a plan to grow the brand and reach its goals.
And together with the client — we keep bringing the vision to life :)
ciao@bello.agency
2025 Bello Agency | TIN 193585743
2025 Bello Agency | TIN 193585743
ciao@bello.agency
2025 Bello Agency | TIN 193585743
2025 Bello Agency | TIN 193585743