Transavia Fragedo
Fragedo Package design 2007
Branding Romania’s first premium chicken
In Romania, chicken was sold as a faceless commodity — bought on price, trusted by no one in particular. Transavia, the country’s largest poultry producer, had what the category lacked: a fully vertically integrated farm-to-fork operation — its own cereal feed, its own farms, its own processing — and birds raised without growth hormones. The opportunity Brandient saw in 2007 was to turn that integrity into the basis of a real brand: Romania’s first genuinely branded, premium-positioned chicken.
The name Fragedo, from the Romanian fraged (tender), put the product’s core sensory promise straight into the brand. Brandient set it within an endorsed portfolio architecture — the Transavia corporate brand lending its guarantee through a "De la Transavia" endorsement, with Fragedo as the mainstream-up, attribute-led product brand. The trust proposition was made visible on pack, in claims a shopper reads at a glance — fed with cereals from Transavia’s own sources, raised without growth hormones — and carried in the brand’s signatures, Well Made in Romania and Pure and safe, from grain to fork.
Across a multi-year relationship Brandient evolved the packaging through several generations (2010, 2011, 2013, 2016). The defining, category-breaking move: rather than the Romanian convention of showing the raw product, the labels show the vegetables of the home kitchen — placing chicken in the warm context of cooking and everyday life — held consistently across a range that grew past 50 SKUs and gave the shelf real presence.
The result became a market landmark. Fragedo is today the best-ranked food brand in Romania’s Brand Finance ranking — valued at around €123 million in the Brand Finance Romania 50 2026 edition — and the most known and appreciated poultry brand in the country: a single brand, created in 2007, still leading its category nearly two decades on, backed by the country’s largest, fully vertically integrated poultry producer. The work was recognized with a Graphis Design Annual Merit (2018).
Client:
Transavia
Industry:
Food and Beverages
Project type:
Rebranding
Date:
2016
Services:
Brand Audit, Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Corporate ID Program, Communication Design, EVP and Employee Brand Engagement, Brand Guidelines
Fragedo Package design upgrades 2010, 2016
The upgrades kept the brand in step with the business. Each generation preserved Fragedo’s established equity and sharpened the same reason to believe: the chickens are raised on cereals cultivated in Transavia’s own farms, and food safety is secured at every step from grain to shelf. The pack says it plainly — “Pure and safe, from grain to fork.”
The labels show cooking and natural production, not the raw product — the approach that set Fragedo apart from the start. Across more than 50 products, one consistent system keeps the range recognizable as a single family and gives it real presence on the shelf.
Client:
Transavia
Industry:
Food and Beverages
Project type:
Rebranding (Brand design upgrade)
Date:
2010, 2016
Services:
Brand Positioning, Brand Name, Narratives and Voice, Brand and Portfolio Architecture, Packaging Design, Communication Design
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