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For: Marketers and business owners in the household chemicals category who have one line selling to retail customers and another going to corporate procurement.
Case Study: Septima Branding — How to Create a Unified Brand for B2C and B2B Audiences
Positioning, brand identity, packaging, and marketplace design for a brand that sells simultaneously to mothers with children and procurement departments of medical institutions.
Project Fact Sheet
Septima, manufacturer of disinfectants and antiseptics
Category: Household chemicals
Business Scale: Two product lines, several formats from 100 ml to 5000 ml, distribution via marketplaces and corporate channels
Business Scale: Two product lines, several formats from 100 ml to 5000 ml, distribution via marketplaces and corporate channels
- ChallengeTo create a visual language that works both in an Ozon product card for a retail customer and in a procurement presentation for a hospital’s purchasing department.
- SolutionBrand identity with colour coding for two lines, packaging system, and e-commerce design kit.
Scope: positioning and tagline, logo and fragrance icons, photo style, packaging system for two lines, Ozon product cards, brand zone, etc. - ResultA completed brand book with a cohesive system from logo to marketplace cards. The brand gained a unified language for two audiences and a tool for quick line differentiation on the shelf and in the catalogue.
Key highlight
Two lines within one brand. A shopper finds the right product in seconds, a hospital warehouse worker doesn’t confuse the products, and the brand remains one.
Results
- Confirmation of efficacy from the Federal Budgetary Institution of Science "Research Institute of Disinfectology" of Rospotrebnadzor of Russia featured as a separate module in the product card
- A cohesive visual system from logo to rich content
In this case study, we break down how to build a brand’s visual language that must speak simultaneously to two very different people. To a mother choosing hand soap for her child on a marketplace app. And to a procurement manager at a cleaning company comparing manufacturers by certificates and price per litre. Typically, such challenges are solved with two different brands or at least two different visual systems.
The SICHKAR GROUP team built one.
The SICHKAR GROUP team built one.
Who Buys Septima and Why This Matters for Design
The team identified two key audience insights.
First, the retail customer: "I want myself and my loved ones to feel safe, but the world around us is unpredictable. That’s why I need confidence, at least in the safety of my inner circle."
Second, the corporate client: "I want to grow my business, but I spend time monitoring standards. I need products that deliver 100% results so I don’t have to check every time."
Underneath these statements lies a common thread: both want to feel in control. The first, over their home. The second, over their business. This allowed us not to split the brand into two versions but to build one that works for both motivations.
First, the retail customer: "I want myself and my loved ones to feel safe, but the world around us is unpredictable. That’s why I need confidence, at least in the safety of my inner circle."
Second, the corporate client: "I want to grow my business, but I spend time monitoring standards. I need products that deliver 100% results so I don’t have to check every time."
Underneath these statements lies a common thread: both want to feel in control. The first, over their home. The second, over their business. This allowed us not to split the brand into two versions but to build one that works for both motivations.
Positioning and the Ruler Archetype
The positioning was formulated as: "Septima — the uncompromising solution for all disinfection, antibacterial, and antiseptic needs. Safety in detail: from medical clinic to children’s toy."
Tagline: "The safety of everything that touches you."
Tagline: "The safety of everything that touches you."
Brand archetype: The Ruler. Confidence, authority, control, responsibility.
Brand character: professional, expert, meticulous, a leader in its field.
This choice determined all visual decisions. No infantilism, no aggression, no adolescent metaphors. A clean, calm, controlled tone.
Brand character: professional, expert, meticulous, a leader in its field.
This choice determined all visual decisions. No infantilism, no aggression, no adolescent metaphors. A clean, calm, controlled tone.
Logo and Brand Mark
The logo is built from three elements:
The subscript is coloured in one of two colours depending on the line: green or lilac. This is the most nuanced element of the system. It allows for one logo with two working versions without visual overload.
On dark backgrounds, an inverted version is used. For cases where line differentiation is not needed, a neutral grey version is available.
- Text: СЕПТИМА in the brand’s signature blue
- Symbol: a white cross in a red circle, referencing medical symbolism without being literal
- English subscript: "professional disinfection", which also functions as a line marker
The subscript is coloured in one of two colours depending on the line: green or lilac. This is the most nuanced element of the system. It allows for one logo with two working versions without visual overload.
On dark backgrounds, an inverted version is used. For cases where line differentiation is not needed, a neutral grey version is available.
Colour Coding of Lines
The palette is built on three anchor colours. The colour logic here is utilitarian, not aesthetic. On the store shelf and in the marketplace catalogue, a coloured stripe on a white bottle is read in a fraction of a second. In a corporate warehouse, staff do not need to read the label to pick the right product. This eliminates the risk of error in an environment where mistakes are costly.
Packaging: White Background, Colour Panel, 99% Shield
The principle: fewer elements, more white space, a clear reading hierarchy. The customer understands in one second what the product is, what it is for, what volume, and which line. No decorative elements, no extra words on the front face. This works equally well on a 500 ml household bottle and a 5-litre canister for B2B.
E-commerce: Product Cards, Brand Zone, Rich Content
For the marketplace, a dedicated visual code was developed that follows the same logic as the packaging but is adapted to the card format.
The hero product card exists in two versions: with dominant blue fill and with dominant lilac fill. This provides flexibility for testing and for different lines.
The hero product card exists in two versions: with dominant blue fill and with dominant lilac fill. This provides flexibility for testing and for different lines.
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Q&A
Through functional colour markers. In Septima’s case, this is a horizontal stripe on the packaging and the logo’s subscript. The colour changes by line (lilac or green); everything else remains the same: logo, font, grid, icons, photo style. The customer distinguishes them in seconds, and the brand is perceived as one.
In Septima’s case: positioning, tagline and brand pyramid, target groups, mood board, logo and its versions, clear space, colour palette, brand font, USP and fragrance icons, photo style, brand imagery, packaging construction, product lines, e-commerce design (product cards, brand zone, banners, rich content), and presentation template.
Project Team:
- SeptimaClient
- Ekaterina SichkarFounder of the creative agency SICHKAR GROUP
- Valeria KuzmaCEO
- Viktoria LymarHead of Branding & Design
- Vladislav SkorobogatovSenior Designer
- Vero YuvakaevaDesigner
- Ekaterina FilippovaDesigner
- Anastasia ProkuratovaDesigner
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