Press Release · Bucharest, November 10, 2016

The star brand Fragedo in new “plumage”

Brandient redesigned the packaging of Fragedo,

the most powerful Romanian poultry brand


Fragedo’s new packaging design

In the context of modernizing the packaging technology for its products, Transavia commissioned Brandient for the packaging redesign of Fragedo, the leading brand of poultry products on the Romanian market.

Created by Brandient 11 years ago, Fragedo proudly claims “Well made in Romania”, addressing the modern lifestyle of urban consumers, promising and delivering food products of exceptional quality, impeccable safety standards, and a range of great variety.

The new packaging design supports the brand’s positioning, reflecting the reality of Transavia’s business competencies — the chicken are fed with cereal cultivated by Transavia and carefully grown in Transavia’s Farms, so that they provide a trusted source of health for the urban consumer. Food safety along the production and commercial chain is reflected by the brand’s new slogan “Pure and safe, from grain to fork”. The chosen creative concept supports the modern lifestyle trends, reflecting the natural and honest production process and showing, at the same time, the joy of cooking. A sincere approach that creates, through the quality of its design, a slow living, modern perception. Moreover, the variety of Fragedo’s range, made of over 50 assortments, offers a general feeling of shelf vitality and delight, creating a strong visual impact.

The new Fragedo design is a step forward for the Romanian shelf, and we are elated to have worked with a client that had the courage of showing on their products’ labels the vegetables from the Romanian consumers’ kitchen, and not the product itself — another proof of the leadership that Transavia has been instilling into the local industry for the past 25 years.

—Adrian Stanculet, Design Director, Brandient

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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