Brandient creates Cuculand™ in the land of all impossibilities

Commissioned by a group of young entrepreneurs and managers, Brandient has created Cuculand, a brand of universal vocation, yet inspired by the everyday life and feelings of contemporary Romanians. The first "embodiment" of this generous brand is Cuculand™ Ice Tea, already available throughout selected retail chains.

The name Brandient has coined is not just memorable; it also instantly resonates with the lives of those living day by day in Cuculand™. Positioned in attitude, militant spirit, cult-brand and premium quality, Cuculand™ can be "deciphered" alternatively as the world we live in, the world we want to escape to or the world waiting for us. The brand tagline "Pure and free" attracts the young at heart and the clever ones who have found a way to keep their love, imagination and humor intact, despite the daily avalanche of ugliness. Cuculand™ packaging instantly conveys the essence of the brand—purity and freedom.

An ultimately experimental brand, Cuculand™ has been launched using the online environment and the social networks. The site www.cuculand.ro is in itself a non-conventional communication approach as well as a fresh brand experience. The main brand communication driving force is the web, taking the form of the most unexpected and challenging situations. Graphic identity, illustration and all applications are the result of extensive work by the entire Brandient team of designers (Cristian 'Kit' Paul, Cristian Petre, Bogdan Dumitrache, Eugen Erhan, Ciprian Badalan, Iancu Barbarasa). The TreeWorks team, led by Catalin Tenita, provided the site implementation, and Camil Tulcan mastered the video project for the site.