“ It starts with food, continues with movement, flows into the way our mind functions, and affects all areas of life. And here it goes — the energy swirl is picking up pace, it is inside you and beyond! Both physically and mentally, it moves you, you move it, and you move along.”
Grechka specialises in buckwheat grain and buckwheat tea. Parboiled buckwheat, often dubbed a supergrain, stands alongside quinoa in terms of its qualities. The primary objective was not only to give the brand a distinctive personality but to primarily introduce this grain to the UK market.
The brand lacked a cohesive strategic concept and needed a fresh design identity that aligned with its new personality. Alongside the design and media plan, we developed a targeted strategy for partnerships, which led to successful collaborations with fitness studios such as Repose and Carve.
Well-being is a crucial topic today. Research shows that people seek more than simple solutions; they crave engaging, complex processes that excite them. However, they are lacking the first step that would show them the direction and start the flow. Grechka’s wellness products are designed to be the first step on this journey, inspiring the slogan “Into the Flow of Well-being.” Grechka serves as the “grain” that sparks growth, with design elements reflecting energy, warmth, and honesty. The grain’s edges symboliыe the diverse backgrounds within the team of female founders, the point in which they take pride and see power.
