Most poultry packaging shows the product. Fragedo’s new design shows the meal.

Bucharest, November 2016

Transavia commissioned Brandient to redesign the packaging of Fragedo, the leading poultry brand on the Romanian market — a brand Brandient created eleven years earlier, built on the promise of being “Well made in Romania.”

The new design carries the business idea onto the pack. Transavia raises its birds on cereal grown on its own farms — an integrated chain from grain to fork — so the packaging had to sell trust and provenance, not just meat. That conviction became the new slogan, “Pure and safe, from grain to fork,” and a creative concept that shows the honest production process and the joy of cooking: a sincere, slow-living modern feel, with a 50-strong range that gives the shelf real vitality.

“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 Stănculeț, Design Director, Brandient

See more in the project's case study on our website.

Transavia is one of the most reputed Romanian family businesses, the local leader of the poultry industry, operating sustainably with a vertically integrated business model. Transavia has over 2000 employees, 18 farms, 74 farm buildings and the most modern combined fodder and meat processing factories in Europe.

Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.

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 Transavia

Transavia is Romania’s largest poultry producer — family-owned, with entirely Romanian capital, and fully vertically integrated from grain to fork: its own grain, farms and processing, more than 120,000 tonnes of poultry meat a year and some 2,300 people. Its Fragedo brand is the best-ranked food brand in Brand Finance’s Romania 50 (2026 edition). Brandient has shaped the group’s brands since 2007 — creating Fragedo and revitalizing the corporate brand in 2016: the Transavia case, the Fragedo case.