Press Release · Bucharest and Orhei, March 29, 2006

Brandient redesigns Vita in the Republic of Moldavia

Client Orhei-Vit SA, leader of the natural juice and nectar market

Brandient created the new design of Vita brand for Orhei-Vit SA, the leader of the natural juice and nectar market in the Republic of Moldavia.

Vita is one of the best-known brands in the Republic of Moldavia and the market research studies have revealed the appreciation of the consumers for the quality of Vita fruit juice in Tetra Pak packaging. The increasingly intense competition and a cluttered shelf determined a new approach for the package design, in order to better communicate the brand positioning as a natural and good-quality product. The manufacturer Orhei-Vit comissioned Brandient to relaunch and consolidate Vita brand positioning for the Republic of Moldavia as well as for the markets in Romania, Ukraine, Russia, Lithuania, Latvia, Estonia and Kazakhstan.

Brandient has clarified the brand strategy (positioning and architecture) and has created a design to convey the reputation equity of the Vita brand name. The package is the main communication vector in this category, therefore the new design was conceived so that it ensures visibility and attractivity on the shelf and communicate the thought-after differentiation, both meant to enhance the brand competitive advantage. Thus, the introduction of the “illustrated stamp” on the package helps in generating tradition and originality associations, as well as in “certifying” the guaranteed quality of the product. The design was applied on 11 varieties of Vita juices and nectars, and Brandient extended the visual platform to the distribution channels and point-of-sale materials, in order to enhance the communication impact at reduced costs.

Cristian Petre, Senior Designer and Creative Partner at Brandient: “We have used both illustration (by George Grigorescu) and photography (by Ionut Macri) in order to create attractivity and differentiation. The graphic concept is based on elements common for both nature and life (fruits, grass, sky) and conveys a memorable image for the moment of maximum freshness at harvest time. This visual promise will have been fulfilled as soon as the consumers would taste the Vita juice and nectar”.

As a result of the succes with this first project, Brandient will continue its collaboration with Orhei-Vit for other brands in the producer’s portofolio.

Brandient is the award-winning brand strategy and design company with offices in Bucharest and Singapore. With a proven track record in difficult and emerging markets, we deliver innovative branding solutions with a focus on technology-related areas.

Branding is a powerful management tool in the quest for value: have a look at our case studies to see strategy and design at work for our clients.

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