I had an initial telephone interview, during which an internal recruiter explained a little bit more about Lifeplus to me and we also discussed my CV, previous experience, and ambitions.
Then I had an informal face-to-face meet with the Line Manager to-be, just to discuss in more depth the company direction and how the role I was applying to would fit into it.
Lastly, I attended a more conventional Q&A interview, for which I was expected to prepare some materials to discuss during the interview. Although the format was a little more conventional, the tone and atmosphere were relaxed (indicative of the company itself). This allowed me to relax and give an authentic impression of myself.