Ageri, previously known as Flexal, is a Romanian plastic bags and flexible supplies manufacturer with a refreshingly positive attitude towards business and human interaction. Here are the highlights of what we enjoyed most about defining this brand online and offline.
A strong sense of ethics
First, we were delighted to discover how highly committed to their customers they are, building on entry-level success to develop long-standing relationships. What is more, Ageri have a strong sense of ethics in their interactions with employees and the local community, as well as its environment. Some notable examples are:
- Using only machines and technologies developed in our country to support Romanian engineering
- Digging their own water well to promote sustainability
- Investing in an industrial recycling unit to reduce their carbon footprint and move towards a greener future.
We wanted the new brand name to capture the company’s spirit, hence the choice of the Romanian term for the sharp-witted. We then designed the logo for the new brand. The abstract A lettermark represents an infinite loop inspired from how plastic rolls are formed in the production process.
The color system leans toward the feminine side for two reasons: we wanted to differentiate it from the utterly masculine competitors’ approach and we felt that a certain warmth in the industry was needed, especially since this is a brand that cares about people and the environment.
The initial discussion regarding the website focused on solving a rather practical sales issue: getting customers to easily request price estimates without interacting with employees. We built a responsive website that is focused on presentation as well as functionality.
The challenge with plastic
Two of the difficulties when trying to present these kinds of products is having to deal with a rather complex product offering and making sure that every category, model and properties are easy to find and understand. We solved both by using iconography instead of photography, since it was difficult to separate some of the products through photos, relying heavily on visuals to help the customer identify the right product.
With a complex data structure we focused on finding the perfect flow that allows customers to find their product and present only the information that's necessary to them.
Each category is represented by an icon. In this project, iconography was vital since the photos of the products could not serve as identifiers for each product category.
Making it easy for the customer
Right off the bat, there was a discussion surrounding the need for an online store, but we all felt it was not yet the moment. Instead we built a system where customers could create their estimate request by adding products and specifying variables such as size, colour and purpose.
Elements reposition, scale or disappear completely to benefit the mobile experience.
The product list responds on scaling the viewport by turning into a slider gradually.
A multi-level off-canvas menu lets you easily navigate the website on mobile.
We built the website on WordPress, heavily altering the dashboard to allow for new custom post types and taxonomies such as models, product groups, domains, options and so on. After making sure everything is connected properly and is easily structured and understood, the website was translated in english.