Fulga milk, a brand created by Brandient for Albalact, is now displayed on supermarket shelves.
Bucharest, April 2004
The branding process comprised brand strategy, naming, package design and communication strategy. When Albalact decided to enter the aseptic packaged (UHT) milk market, with Tetra Pak technology, it assigned Brandient to create a new brand. After a survey of the Romanian milk shelf, Brandient noticed a “sympathy” opportunity and proposed a courageous positioning. The name Fulga, an old Romanian name, alludes to flake (fulg), whiteness and lightness, so it relates naturally to the product. Fulga is more than milk, it is a product with a personality. Fulga brings good mood and smile and is appealing to a wide target. This is due mainly to Fulga character – a funny and wicked cow – which was created by young Romanian artist Iuliana Valsan and adapted by Brandient designers to fit specific package requirements. Rather unusually, the two main faces of the package are different, so the character could be seen either from the front or from behind. This approach amplifies the impact on the shelf and adds to the character’s humor. This concept changes consumers’ perception of milk and raises this basic aliment above the daily routine. Designed in three color codes, according to the fat content, Fulga promises “Goodness of Milk” . This promise is based not only on the intrinsic quality of the product itself, but also on the emotional impact, intended to last from acquisition to consumption.
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.