A DROP OF SUN
Brand Situation
2003. Prutul SA Galati is a company with a tradition of over a century in producing edible oil, which decided to support its national expansion by launching a new premium brand in the category. At the same time, the company invested in technology and production capacity in order to ensure a high quality, cost-effective and multi-use product. The market in this category in characterized by a strong competition from powerful multinational and domestic brands. Brandient was commissioned to create the new brand after having also designed the new corporate identity of Prutul SA.
Brandient’s Approach & Solutions
Even though the brand is sustained by a high quality product, the fierce competition imposed a differentiating strategy based on branding and design. Brandient designed the brand essence around the hassle-free, pleasant experience of cooking and eating as part of the modern lifestyle.
The name “Picasol” was coined from the Romanian “picatura” (drop) and the Latin “sol” (sun), and it is unique, memorable and friendly. Easily perceived as “a drop of sun”, it conveys a colloquial and joyous feeling.
“Bunastare in mancare” is a very inspired way to express the brand promise in a short, catchy line, which means both “wealth/well-being through eating” and “good mood in food/cooking”, carrying a positive, optimistic and warm feeling.
The logo has a fluid handwriting design, which conveys more intimacy and warmth, while the visual impact is magnified by the contrast between the lighting yellow of the sunflower and the powerful blue strip. Also, a calligraphic font was used for the slogan.
Since the packaging is a major differentiator in the competition on the shelf, Brandient designed a new plastic bottle (PET container) for Picasol – original, user-friendly and slim – taking into account all the production, storage and retail constraints. The final design revealed a modern, friendly and easy-to-handle packaging.
Through the concept designed by Cristian “Kit” Paul, Picasol stands for a pleasant experience, able to match an exceptional product in a modern container to a warm and optimistic personality, like a sunflower field under the summer sun blaze.
