Brandient has created “Fabryo” - the new corporate name for the paint producer Guzu Chim, as well as the new corporate visual identity.
Bucharest, June 2006
Savana and Ekonomic brands were also redesigned by Brandient as part of a process aiming to modernize the business, which reflects the company’s evolution on an increasingly competitive market.
In order to reflect the transition from an entrepreneurial firm to a growing company, Brandient created the name Fabryo inspired from the Latin word “faber” meaning “skillful”, “builder” and “craft”. It aims to communicate the talent and craftsmanship that each of the company’s employee brings into play when contributing to the product and business development.
The visual identity, simple and solid, plays on the association with Chemistry, placing the name within colorful hexagonal catenae. Together with the slogan proposed by the client “Paint Creator”, the new identity reflects both “chemistry” and “creativity”, respectively science and competencies through which the best products, formulated by chemical engineers using exceptional recipes are able to satisfy even the most demanding consumers.
We did change our name but not our beliefs, because we have the same respect for quality and for our partners. We want to consolidate the image of a company where people work with talent and respect for quality. This fact is acknowledged by our exclusive partnership with DuPont – one of the most innovative global players – for the production of Teflon-based paint in Romania
—Daniel Guzu, CEO Fabryo
Fabryo is part of the new Romanian industry elite – an elite that is shaping up under our eyes by entrepreneurial effort and competitiveness, which play by the rules and for whom reputation is paramount.
—Aneta Bogdan, Managing Partner Brandient
The revitalization of the premium brand Savana began with retaining the name, which was enjoying a high awareness and recall value. Nevertheless, the old packaging was suggesting dryness, coarseness and was not credible in communicating the quality attribute. Therefore, the new identity was designed so as to keep on supporting the name but also to inspire quality through life, color and excitement.
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 Fabryo
Fabryo was the Romanian paint producer that grew out of Guzu Chim — renamed by Brandient in 2006, merged with Atlas Paints in 2013, and home of Savana, Romania’s number-one decorative-paint brand. In 2018 the company was acquired by AkzoNobel, which continues its brands in Romania: the Fabryo case, the Savana case.