The 5 year old partnership between Brandient and Transavia, the local market leader in poultry products, goes on at the moment of celebrating 20 years of Transavia’s activity by refreshing the packaging design for Fragedo, the most important brand in the Romanian producer’s portfolio.
Bucharest, July 2011
The Fragedo brand, conceived and designed by Brandient five years ago, established itself as a benchmark for premium quality, all this made real by owner Ioan Popa’s vision and continuous investment in state of the art packaging, distribution and in the brand’s image. Coming to celebrate 20 years of activity, Transavia commissioned Brandient team to redesign the package identity for the Fragedo brand. By introducing the “Well Made in Romania” concept, the solutions found by Brandient gave a new expression to the brand’s values and promises and came with a touch of legitimate national pride.
Redesigning Fragedo’s identity was a new means of reinforcing the brand’s promises: premium quality, attention to details and dedication. This novelty is the brand’s leadership gesture, creating a new graphic style, visible and expressive.
—Cristian Petre, Senior Designer 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 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.