Fabryo

An entrepreneurial paint & lacquer company had grown for the past 10 years from a modest start-up to becoming a top player on the Romanian market. Attracting new financial investors and closing a technological partnership with DuPont strengthened the need for a modern approach to the brand.

Client file

Painting New Colors

The analysis of the public perceptions revealed the fact that the old verbal identity (“Guzu Chim”) was portraying the image of a small, low-market firm, as opposed to the new business status.

In order to reflect the transition from the entrepreneurial firm to a growing corporation, Brandient created the name “Fabryo”, inspired from the Latin word “faber” meaning “skillful”, “builder” and “craft”. It aims to communicate the talent and craftsmanship that each of the company’s employees are bringing into play when contributing to the product and business development.

The visual identity, simple and solid, plays on the association with Chemistry, placing the name within colorful hexagonal catenae, so it would convey both “chemistry/science” and “creativity”.

The new identity was applied and communicated in order to convey the message of a changed name that nevertheless holds the same deeply rooted values, whilst keeping the respect for quality and for business partners.

Savana

Identity and packaging redesign for the premium, flagship brand of the leading paint & lacquer producer Fabryo. While the name Savana had enjoyed high awareness and recall value, the former packaging identity and the related applications were not communicating the premium quality of the product.

The old packaging rather suggested dryness and coarseness and was not credible in communicating the quality attribute. The new visual identity was designed so as to keep on supporting the name but also to inspire quality through life, color and exuberance.

Savana was transformed from a dry and coarse place into a show of life and color. The use of animal figures (not only from the savannah) catches the buyer’s attention instantly. Moreover, this rendered the developing of the brand architecture and the design of the product range and its extensions easy and neat.

The new identity conveys a message of top quality and increases the memorability and appeal of the brand on the shelf.

Savana kids

Packaging design for a special paint for kids’ environments, marketed as a range extension of the premium Romanian paint & lacquers brand Savana.

The new paint range – comprising both specific formula and colors — has been created for and targeted to kids’ territory but aiming, at the same time, to preserve the equity of the Savana brand.

While the mother brand displays mature animals illustration (“in the savannah”), the Kids range shows toy-like animal babies and the colors are more vivid, contrasting and playful—so as to appeal to the new target but under the same conceptual umbrella.