In order to strengthen its position on the dairy market, Albalact decided to launch a new brand in fresh milk and yogurt.
Bucharest, February 2006
The innovative packaging solution from Tetra Pak is called Tetra Top and it is also a novelty on the Romanian market. Following previous collaboration with Albalact on the new corporate identity and the hugely successful Fulga brand, Brandient was commissioned to create the new brand. The name Zuzu is unconventional and instantly memorable and induces sympathy, intimacy and coolness, as opposed to the dominating yogurt offer which promotes a medicine-like approach. Zuzu makes it clear that you don’t have to be in pain in order to enjoy a fresh yogurt and promotes a large range of fresh milk and yogurts targeted mainly at urban young families. The package design is a joint creation of designers Bogdan Dumitrache and Cristian “Kit” Paul and achieves both high shelf visibility and clear line extension rules. With a clean, minimalist approach and the rather unexpected use of feathers, the package suggests naturally the feeling of light and gentle and supports the verbal identity. Modern and atypical, the package is a pleasant surprise for the Romanian consumer, who is open to innovation, and it will have an impact way above the communication budget spent.
Zuzu’s promise to indulge the consumer is supported by the whole verbal and visual approach to the brand. The product itself is highly enjoyable, so Zuzu stands a good chance to win both the shelf and the consumers’ hearts.
—Cristian “Kit” Paul, Creative Partner Brandient
About Brandient
Brandient is an independent brand strategy and design consultancy founded in Bucharest in 2002 by Aneta Bogdan, Cristian Kit Paul and Mihai Bogdan — never part of a global network, working directly for the owners, CEOs and boards of its clients, with an all-senior team and category exclusivity. In over two decades the firm has created or rebuilt more than 300 brands, 279 of them published as case studies at brandient.com/work — from Romania’s national leaders to brands carried worldwide. The firm has been active in Southeast Asia for more than a decade. The work has earned 84 international awards and distinctions — most recently a Red Dot (2025) and two Graphis Golds (2026) — 64 documented mentions in international design books and publications, and, in 2015, a place among the inaugural inductees of the REBRAND Hall of Fame, alongside Interbrand and MetaDesign.
About Albalact
Albalact is one of Romania’s leading dairy producers — the company behind the Zuzu, Fulga and Rarăul brands — which grew from a mid-sized Alba Iulia producer into the country’s biggest domestic dairy group, acquired in 2016 by Lactalis, the world’s largest dairy group. Brandient created Fulga (2004) and Zuzu (2006) and rebranded the corporate brand as the company scaled: the Albalact case, the Zuzu case, the Fulga case.