The innovative and witty brand identity created by Brandient for Agora Floreasca gourmet mall was awarded a Graphis Silver Award, and it is featured in the Graphis Design Annual 2020. The Agora logo was also recognized with a Honourable Mention in the same contest. The identity was created by Brandient's youngest designer, Ciprian Robu, under the creative direction of Cristian 'Kit' Paul.
Agora Floreasca is an urban destination project in the heart of Bucharest — an intimate, gourmet-driven “indie mall” offering a mix of authentic and unique services and entertainment. The name Agora speaks about city gathering, and the assignment was to design a visual identity to honour both the name and the location.
The brand's logo design was inspired by the project's geographical positioning within the heart of the city — the initial letter of the brand’s name (A) was superposed over the actual street map of the area, embracing the central location of the venue — hence making it a point of reference in community’s emotional geography.
The memorable logo enjoys a central figure in the branding applications — from stationery to larger than life fascia to OOH communication — complemented by powerful typography and understated signage inspired by the typeface
The slogan "Urban Theory" lends curatorial authority to the brand, and it's a statement of the brand’s promise for unique shopping, gourmet and entertainment experiences.
The project under the new identity proved to be a success even pre-opening, with available spaces rented out in record time, and it's become a vibrant urban gathering venue attracting upscale, educated, quality time lovers.
For more than 60 years, Graphis has become an international bastion of excellence in design and visual imagery, and has published its now famous Annuals, becoming one of the classiest design publications available. Over the past decade, Brandient won 17 Graphis Awards, including one Platinum and two Gold Awards.
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Brandient is the award-winning brand strategy and design company with offices in Bucharest and Singapore. With a proven track record in difficult markets, we deliver innovative branding solutions for the emergent entrepreneurs and companies.
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 Graphis
Graphis is the international publisher of the visual-communications field — founded in Zurich in 1944 by Walter Herdeg and Walter Amstutz, and based in New York since 1986 under B. Martin Pedersen. For more than eighty years its juried annuals have documented award-winning work in design, advertising, photography and typography; Platinum and Gold are its highest distinctions.
About Agora Floreasca
Agora Floreasca is a gourmet retail destination in the north of Bucharest, opened in 2019 by HBC Development and in operation since — positioned by Brandient as the neighborhood’s gathering place, the agora the Floreasca district lacked. Brandient created the brand: the Agora “A” is drawn from Floreasca’s own street map, with the venue pinned at its center. The identity earned a Graphis Silver: the Agora Floreasca case.