Brandient created the new design of Vita brand for Orhei-Vit SA, the leader of the natural juice and nectar market in the Republic of Moldova.
Bucharest, March 2006
Vita is one of the best-known brands in the Republic of Moldova and the market research studies have revealed the appreciation of the consumers for the quality of Vita fruit juice in Tetra Pak packaging. The increasingly intense competition and a cluttered shelf determined a new approach for the package design, in order to better communicate the brand positioning as a natural and good-quality product.
The manufacturer Orhei-Vit commissioned Brandient to relaunch and consolidate Vita brand positioning for the Republic of Moldova as well as for the markets in Romania, Ukraine, Russia, Lithuania, Latvia, Estonia and Kazakhstan. Brandient has clarified the brand strategy (positioning and architecture) and has created a design to convey the reputation equity of the Vita brand name.
The package is the main communication vector in this category, therefore the new design was conceived so that it ensures visibility and attractivity on the shelf and communicate the sought-after differentiation, both meant to enhance the brand competitive advantage. Thus, the introduction of the “illustrated stamp” on the package helps in generating tradition and originality associations, as well as in “certifying” the guaranteed quality of the product.
The design was applied on 11 varieties of Vita juices and nectars, and Brandient extended the visual platform to the distribution channels and point-of-sale materials, in order to enhance the communication impact at reduced costs.
We have used both illustration (by George Grigorescu) and photography (by Ionut Macri) in order to create attractivity and differentiation. The graphic concept is based on elements common for both nature and life (fruits, grass, sky) and conveys a memorable image for the moment of maximum freshness at harvest time. This visual promise will have been fulfilled as soon as the consumers would taste the Vita juice and nectar.
—Cristian Petre, Senior Designer and Creative Partner at Brandient
As a result of the success with this first project, Brandient will continue its collaboration with Orhei-Vit for other brands in the producer’s portfolio.
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 Orhei-Vit
Orhei-Vit is the leader of the juice and baby-food industry in the Republic of Moldova — a producer with roots in the 1945 Orhei cannery, running two factories and its own orchards, holding over 30 percent of the juice market and over half of baby food, and exporting to more than 35 countries. Vita is one of its flagship brands, redesigned by Brandient in 2006–2007: the Vita case.