BRANDING / 2026

Making visible what people felt before they saw

SUMMARY

Tura de duminică is the old, small-village vibe brought into the modern big city, disguised as a walking community. Is the place where each Sunday morning, people come for a 10,000-step walk, and leave with new stories and friends. It happens simultaneously in parks across Romania in Bucharest (Herăstrău, IOR, Tineretului, Lacul Morii, and Cotroceni), Cluj, Constanța, Craiova, Iași, Satu Mare, and Timișoara.

Endi Ungureanu looked for people to keep him accountable with his healthy habits. Couldn't find many before 14 December 2024. Since then, when he posted on social media asking if anyone wanted to join him for a walking tour of Herăstrău, and three people showed up, over 2,000 people have walked in at least one event.

TEAM

Design: George Mihai

Research: Alexandra Mihai

VIEW PITCH DECK

We kept exploring until the right pixels found us

Even though we've been part of the community since the first 3-4 walks and knew Endi's surface-level plans and motivations regarding Tura, it wasn't enough to design the brand around it. After he approached us to design the branding strategy and visual identity, we decided that people should participate in co-creating it.

Defining the core pillars of branding strategy with Endi during our walks and talks allowed us to deepen them through collaborative workshops with 12 people of various ages, motivations, and interests.

THE PROCESS

We understand before designing

We asked the right questions

Our goal was to understand people's perception of Tura. Their insights, feelings, and motivations were then used to design the brand as it is felt, not as we wanted it to be perceived.

We listened to everyone

By personifying the brand and making it tangible, we explored how people perceive Tura's atmosphere as if it were a place. What materials they feel, what sounds they hear, and what colors they see were among the questions we explored.

While enjoying the process

"I participated in many workshops, but this was very well conducted. Well done!"

THE OUTCOME

We design after we understand

The best is yet to come for Tura's brand. We design most of its vibe before creating the logo. Reversing the process will allow us to craft it as the emergence of the story as a whole. Endi entirely trusted us with this approach, and we're on the path to uncover it.

THANK YOU

Endi Ungureanu, Emily Merduș, Ioana Covaci, Geo Curnic, Andrei Tulbure, Radu Daniel, Andreea Mierla, Matei Oprea, Mara Gebescu, Robert Gomboș, Andra Barac, Cătălin Mihai, Irina Țenovici

Special thanks to Communities Coffee Hub for hosting us and to Freddy Mario, who kept us hydrated with the best teas and coffees.