Bamboa
Bamboa is a sustainable yoga brand selling cork and foam blocks, mats and straps across Europe, built on bamboo as a symbol of resilience and natural growth.
About this project
A-FTNSS came to us asking how to rebrand without destroying what they had built. We guided the repositioning, developed the new identity, and rebuilt the store on Shopify with a full SEO migration across five European markets.
Client Introduction
Bamboa is a yoga brand built on the idea of bamboo: resilience, flexibility and natural growth. The range covers cork and foam yoga blocks, mats and straps, including designs, colours and formats that were not previously available on the market, with the cork sourced entirely from Portugal. The brand sells across Europe and was formerly known as A-FTNSS.
The Challenge
The client came to us with questions rather than a brief, and they were the right questions. What are the real risks of a rebrand and a name change? How do you carry across the value you have already built rather than abandoning it? What happens to the website and the online marketing when the name on them changes? And how do you handle all of this across several European markets at once rather than one? A rebrand is the point at which an e-commerce business is most exposed: every accumulated ranking, every piece of brand recognition and every existing customer relationship is attached to a name that is about to disappear.
The Approach
We ran the repositioning before touching any design, establishing a new mission, vision and brand description, and only then developing the new visual identity. With the brand settled, we designed and built the new webshop on Shopify, chosen for its commerce depth and because it lets several markets run from one central system with proper multilingual support. The riskiest part was the migration: a full SEO migration from one domain out to the European market domains, with hreflang implemented so each local version is served correctly and the markets do not compete with each other. We built the store around upselling, since the range naturally sells in combinations. After launch we continued with a full online marketing package covering advertising, marketplaces, email marketing and SEO.
Results & Impact
The rebrand completed without losing the search equity built under the old name, and the new store went live across the European markets with correct local targeting. The upsell structure proved out immediately: close to 70% of purchases came through as sets rather than single products, which is the outcome the store was designed to produce. The site loads in 2.2 seconds.
