Brandient created the name and the identity packaging for Frateus, a new brand for a new product of Transavia, another landmark in a long-standing cooperation regarding strategy and portfolio design for the leader of the chicken fresh meat and product market in Romania.
Bucharest, September 2008
The name Frateus has a high degree of memorability and it is capable of communicating the convivial features of a product to be prepared and consumed among friends. Easily relational and with a natural sense of humor, Romanians will appreciate both the quality and the social role of the Frateus sausages. The culinary satisfaction is often a starting point for reconciliation and “fraternizing” between opposites.
It is this ideological background that led to the creation of the graphic identity for Frateus, conveyed through its logo design: half-sun, half-moon. The Frateus identity is integrated within the graphic design system created by Brandient for the products endorsed “De la Transavia”, once the Fragedo brand was launched this summer, the first brand of Transavia’s new portfolio. Cristian Petre, Brandient Partner, created the new logo while Alin Tamasan, Brandient Senior Designer, developed the packaging series.
With the Frateus chicken meat sausages, Transavia wants to better meet consumer new tendencies: healthy diet and shorter time spent for cooking. The products are prepared following internationally acclaimed recipes. The new pasteurizing and the wrapping technology used for Frateus take place at the new meat processing unit from Oiejdea, the most advanced facility in Central and Eastern Europe.
Next Advertising agency took charge of the media and advertising campaign for the launching of Frateus.
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.