Fulga brand launch has propelled Albalact from a low position right in the top five of Romanian dairy producers.
Bucharest, September 2005
This success has practically changed the company philosophy and behaviour, making it see the future in a more professional, more visible and more attractive manner, both for the clients and the partners and employees. Thus, Albalact has started a re-branding process aimed at bringing into consonance the product portfolio and the long-term business objectives as well as the consumers’ expectations. Brandient is the consultant that helped Albalact rethink its marketing strategy, reposition and redesign the new corporate brand, along with all the product brands in its portfolio.
Albalact is for us the local client that Romanian economy has been waiting for such a long time: the one that knows how to ask for advice and listen to it. It is visionary and daring, believing in its own destiny.
—Aneta Bogdan, Managing Partner with Brandient
The new corporate identity designed by Brandient was inspired by the company promise to offer “all the best of milk” with care and love. Courageously and surprisingly, it represents the graphic expression of a heart and a cow udder. Designers used green and blue to support associations with nature and freshness.
Brand promise meets not only clients’ expectations of enjoying natural, tasty, carefully prepared products but also the requirements of European production and package standards, a specific attribute of our business model. For us, branding is a strategic support for continuous business growth. This is why we intend to reshuffle the entire product portfolio and redesign them in order to support the business strategy.
—Raul Ciurtin, major stakeholder in Albalact
Brandient designed all the corporate administrative and presentation materials, including the company website that seduces readers not only by its fresh clean structure but also by its Transylvanian specific language.
It is a fresh lively logo that I wish it brings a smile for those seeing it on the shelf.
—Bogdan Dumitrache, Senior Designer with 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 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.