Albalact
The best in milk — the corporate brand for a fast-growing dairy
Albalact is a Romanian dairy that grew up fast — and its corporate brand had to grow with it. The success of Fulga, the milk brand Brandient had created for it, had carried a mid-sized producer into the front rank of the country’s dairy market in a very short time. Growth at that speed brings its own problem: a company that had become a major player was still wearing the identity of a smaller one, and now facing a tougher, more crowded field than the one it had started in. Albalact needed a corporate philosophy and a corporate brand equal to the business it had become.
This was the corporate piece of a wider body of work. With the product brands already established and growing — that portfolio is its own story — the task here was the brand that fronted the producer itself. Brandient set Albalact’s corporate positioning and gave it a promise pitched on the company’s own ground: the best in milk, a claim built on Albalact’s tradition in fresh and pasteurized dairy and the quality of what it made, rather than on advertising assertion.
The corporate identity was then deliberately set apart from product communication — a cleaner, more corporate expression built around the cleanliness and freshness of milk itself rather than the warmth and character that animate the consumer brands. The mark drew on milk’s own nature — a heart, a cow’s udder and a flow of milk resolved into a single motif, in shades of green, white and blue — kept here as the idea behind the identity rather than a design recipe, and carried the corporate brand across every point the business touched, giving employees, clients and partners a company brand to stand behind.
The result gave a fast-growing dairy the corporate brand its scale demanded: one credible, professional producer standing over a family of well-defined consumer brands, and durable enough to carry Albalact through its years as one of the market’s largest players.
The work was recognized with a EULDA 2006 and an Identity Best of the Best nomination (Moscow, 2006).
Client:
Albalact
Industry:
Food and Beverages
Project type:
Rebranding
Date:
2004–2005
Services:
Brand Positioning, Logo and Visual Identity Program; Brand Strategy
Brand Name, Narratives and Voice
Corporate ID Program
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