The new brand will support the emergence of Prutul SA Galati - a producer with a tradition of over a century on the edible oil Romanian market.
Bucharest, February 2006
Brandient was commissioned to create the new brand after having also designed the new corporate identity of Prutul SA. A very good, economic and multifunctional product supports Picasol, which appealed to branding and design tactics in order to differentiate. Brandient designed the brand essence around the hassle-free, pleasant experience of cooking and eating.
The name of Picasol was conceived from the Romanian “picatura” (drop) and the Latin “sol” (sun), and it is unique, memorable, pleasant and friendly. Easily perceived as “a drop of sun”, it conveys friendliness and a happy feeling. “Bunăstare în mâncare” is a very inspired way to express the brand promise in a short, catchy line, which means both “wealth/well-being in food” and “good mood in food / in cooking”, carrying a positive, optimistic and warm feeling.
The logo has a fluid handwriting design, which conveys more intimacy and warmth, while the visual impact is magnified by the contrast between the lighting yellow of the sunflower and the powerful blue strip. Also, a calligraphic font was used for the slogan.
As the package shape is a major differentiator on the shelf, due to the competition, Brandient created a special package (PET) for Picasol – an original, convenient and supple one, while observing all production and supply chain constraints. The final design emerged as a modern, hassle-free, inviting container.
Picasol aims to be a pleasant experience, able to harmonize an exceptional product, with a modern package, with a warm and optimistic personality, resembling to a sunflower field warmed by the summer sun
—Cristian “Kit” Paul, Creative Partner, Brandient
The brand was created at the beginning of 2003 but the management of Prutul decided to invest in the certitude of delivering a best quality product first and then launch this brand. This is a praising lesson that tells us that a solid brand needs a very good quality support.
—Aneta Bogdan, Managing Partner, Brandient
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 Prutul
Prutul SA Galați is Romania’s longest-standing vegetable-oil producer — refining on the banks of the Danube since 1893, with a portfolio that spans Spornic, Surâsul Soarelui, Bonatelo and Picasol. Brandient created Picasol, the company’s design-led premium sunflower-oil brand: the Picasol case.