Transavia

The Romanian entrepreneur Ioan Popa founded Transavia in 1991, with the vision of becoming the leader of the poultry category in Romania and one of the most important players on the European food market.

Client file

Brand portfolio strategy

In 2006, Brandient was hired by Transavia to develop the strategy and the design for the Romanian producer’s product portfolio. Brandient had the chance to position and to design a modern, innovative and daring portfolio for the category leader.

The challenge was to create synergies and coherence within this portfolio, and to differentiate each range, at the same time. Brandient initially created the umbrella “De la Transavia” (From Transavia) in order to connect the corporate brand with the producer’s brands portfolio.

In 2011, Brandient proposed the ‘Well Made in Romania’ positioning that would encompass the whole brand portfolio and would signalise its exceptional quality.

Creative platform

Brandient developed a creative strategy and the consequent creative platform for all vectors of the corporate brand and designed accordingly the sales and representation materials, the corporate website and the corporate image campaign.

The image campaign was conceived so as to build associations with “the right thing” (“asa cum trebuie”) and used as a spokesperson the great Romanian actor Victor Rebengiuc. The advertising campaign was supervised by Liviu David, Creative Director Next Advertising.

Fragedo

The Fragedo brand, conceived and designed by Brandient in 2006, established itself as a benchmark for premium quality on Romanian market. From chicken breast to chicken joints, liver and gizzard to chicken for grilling, Fragedo means the taste of fresh meat and the increased safety of the production process.

The name and first packaging design created by Brandient, conveyed the idea of an open and optimist brand, of natural and freshness and of premium in order to support the top quality of the product and the introduction in the market of an innovative package.

In 2011, coming to celebrate 20 years of activity, Transavia commissioned Brandient team to redesign the package identity for the Fragedo brand. By introducing the “Well Made in Romania” concept, the solutions found by Brandient gave a new expression to the brand’s values and promises and came with a touch of legitimate national pride.

Papane

The range of breaded chicken products from Transavia, covering a vast choice of pre-cooked dishes that Romanians love to eat on a daily basis are marketed under a friendly and jovial brand sustained not only by the name, but also by the cartoon-like packaging design.

“Nuggets-league Soccer,” “Schnitzels’ Lazy Days,” “Chit-chat Burgers,” “The Nosy Frankfurters” and “The Overindulgent Sausages Teens” are themes for each product in Papane range—the food-shots were transformed into characters using free-hand illustration, a proper tool for transmitting affordability and easiness.

Ella Bella

Ella Bella range consists of schnitzels, nuggets, cordon bleu and burgers and is part of the premium category of chicken ready-made products.

Bradient created the name and the packaging design for a brand that is relaxed and comfortable, a lifestyle brand.

Seductive and elegant, Ella Bella aims to confirm the producer leadership position. The drawings representing modern, beautiful women, have been done in collaboration with a famous French illustrator.

Frateus

Frateus comprises several assortments of sausages whose preparations have been inspired by renowned traditional recipes from countries like Germany, Austria, Poland, Spain and the UK.

Brandient has created the naming and the packaging design for a brand that is both cheerful and cosmopolite. At the same time it brings forward the idea of innovation and higher quality. The name, the logo and the packaging design encapsulate the idea of culinary diversity of nations all around the world, reunited.