Transavia grows the corn that feeds the chicken on its own shelves — and at twenty-five, it wanted a mark that said so

Bucharest, November 2016

Romania’s poultry leader and a serious European player reached its 25th anniversary as proof that large family businesses matter to national economies. Under its founder, dr. Ioan Popa, it had grown year on year on a vertically integrated model — corn from its own thousands of hectares feeding the birds in its own farms — and asked Brandient, its brand partner of a decade, to revitalise the corporate identity around exactly that strength. The answer was a shield: protection for the consumer first — the food-safety promise that anchors the category — and, read another way, a blazon for the business the Popa family built.

We protected the brand equity built over time by the “chicken comb” symbol, introducing new elements that ensure the safety component, essential in the food industry. Moreover, the business’ integrated production chain inspired a graphic platform based on minimalist illustration, by the means of which Transavia’s story can be beautifully reflected.

—Cristian Petre, Design Director, Partner, Brandient

Read more about the project in its case study on Brandient's website.

Transavia is one of the most reputed Romanian family businesses, and the local leader of the poultry industry, operating sustainably with a vertically integrated business model. Transavia has over 2000 employees, 18 farms, 74 farm buildings and the most modern combined fodder and meat processing factories in Europe.

Brandient is the award-winning brand strategy and design company, with offices in Bucharest and Singapore. Find out more about us and about our work.

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.