Subscribe to RSSBrandient created the Zuzu brand for Albalact
Bucharest, February 13, 2006
In order to strengthen its position on the diary market, Albalact decided to launch a new brand in fresh milk and yogurt. The innovative packaging solution from Tetra Pak it’s called Tetra Top and it is also a novelty on the Romanian market. Following previous collaboration with Albalact on the new corporate identity and the hugely successful Fulga brand, Brandient was commissioned to create the new brand.
The name Zuzu is unconventional and instantly memorable and induces sympathy, intimacy and coolness, as opposed to the dominating yogurt offer which promotes a medicine-like approach. Zuzu makes it clear that you don’t have to be in pain in order to enjoy a fresh yogurt and promotes a large range of fresh milk and yogurts targeted mainly at urban young family.
The package design is a joint creation of designers Bogdan Dumitrache and Cristian “Kit” Paul and achieves both high shelf visibility and clear line extension rules. With a clean, minimalist approach and the rather unexpected use of feathers, the package suggest naturally the feeling of light and gentle and supports the verbal identity. Modern and atypical, the package is a pleasant surprise for the Romanian consumer, who is open to innovation, and it will have an impact way above the communication budget spent.
“Zuzu’s promise to indulge the consumer is supported by the whole verbal and visual approach to the brand. The product itself is highly enjoyable, so Zuzu stands a good chance to win both the shelf and the consumers’ hearts.” - Cristian “Kit” Paul, Creative Partner with Brandient.
About Brandient
Brandient is the Romanian consultancy on brand strategy, design and value dedicated to creation and development of brands as signs of value™. Brandient capabilities range from brand audit and brand strategy to naming, product and corporate ID design, packaging design, digital branding, brand communication and internal branding. Brandient is reputed to have a unique local specialists team, with remarkable experience in management, marketing, design and communication. Domo, Fulga, Flanco, Astral, Smartree, Novensys, TVR, Radiocom, Credisson, Domenia, Europharm, Qualians etc are among the brands created or revitalised by Brandient. More information on www.brandient.com , or tel/fax +40-(0)21-2228167.
