Why a narrower focus has made Orchidea Agency a stronger agency

Orchidea Agency designs for beauty, wellness and supplements – and nothing else. The branding agency started in 2019 to work with the next generation of direct-to-consumer brands, then narrowed as beauty and supplement clients kept arriving. That focus is what built the rest of it: Orchidea works the industry’s trade shows and knows the packaging suppliers and manufacturers well enough to tell a founder where a custom shape is possible and where an existing mould will do the job, and Founder & Creative Director Valeria Shaposhnikova reads the scientific research on the ingredients herself. In this interview, she tells us what specialising changed, why brand guidelines have to do more than set rules, and what has to be true for an identity to stretch across a range that keeps growing. TBI: Hi Valeria, how are things with you at the moment? VS: At the moment, I’m focused on how we connect creative direction with business decisions at Orchidea. As founder and creative director, I’m always asking what our work will do for the client. Will this packaging work both on shelves and on screen? Will this bundle still be profitable once you factor in delivery? Will this page convert? Those conversations are becoming a bigger part of how we work as a team.