Delaco
An endorsed brand portfolio for one of Romania's best-loved cheese names
Founded in 1997 as a family-owned venture, Delaco grew into one of the most renowned and beloved Romanian dairy portfolio brands. From 2014, under a multi-year program, Delaco partnered with Brandient to turn that affection into a structured, modern brand: the strategy and positioning, the brand and portfolio architecture, the corporate identity and visual platform, and the naming and packaging design of range after range. Delaco had always followed market trends and understood the role design plays in contemporary consumer goods — and showed real boldness in reinventing its portfolio.
At the center of the work is a single, confident idea: that Delaco stands not for cheese in general but for the best cheese for every occasion — a "super-cheese", told without category cliché. The 2016 logo facelift, a supergraphic visual platform and the 2018 brand book (mission, values and the FS Pimlico type system) gave that idea a coherent voice and verbal platform across every surface, from pack to website.
An endorsed portfolio
The portfolio is organized as an endorsed architecture: the green Delaco masterbrand endorses a family of distinct, named sub-brands across five category pillars — yellow cheese, white cheese, fresh cheese, "brunch" cheese and kids' cheese. Each sub-brand carries a personality of its own while the masterbrand guarantees quality at the top of every pack. The following are the brands and ranges Brandient designed across the relationship.
Client:
Delaco
Industry:
Food and Beverages
Project type:
Brand and Portfolio Architecture
Date:
2014–2018
Services:
Brand Positioning · Brand and Portfolio Architecture · Brand Name, Narratives and Voice · Logo and Visual Identity Program · Corporate ID Program · Packaging Design · Brand Guidelines · Communication Design; Digital Design
Yellow cheese
Delaco Collection — the premium tier: specialty cheeses (Maasdam, Grana Padano, Cuore di Formaggi) in an elevated, "exceptional" pack.
D'Excepție — the refined specialty range whose name carries the premium promise itself: Maasdam, Irish Cheddar and Gouda for the connoisseur end of the shelf.
Cașcaval — the mainstream heart of the range (Sofia, Afumat/smoked, Suplu, Emmentaler). The redesign improved the quality cues while preserving the brand's most important equity — the layout look-and-feel and the color scheme — unified everything under a single master pack, and added illustration that tells a story about nature and a modern lifestyle.
De·Senviș — sliced cheese built for the sandwich moment (the name plays on de sandviș). A redesign to lift quality perceptions, minimalist and natural, color-coded plain vs smoked, with appetite-led photography.
De·Familie — the everyday, value family cașcaval: warm and homely, a little house with a family in its windows, a hand-drawn script on a buttery ground.
Client:
Delaco
Industry:
Food and Beverages
Project type:
Brand Portfolio
Date:
2014–2018
Services:
Brand Positioning, Brand and Portfolio Architecture, Logo and Visual Identity Program, Packaging Design; Digital Design
White cheese
Telemea — the brined white-cheese range across milk types (cow, sheep, goat).
Delis — "Danish White", a Danish-style feta/white cheese.
Brânza Pufoasă ("the fluffy cheese") — on a shelf awash with generic "fresh", "soft" or "light" names, a sub-brand whose moniker conveys both the product's delicate texture and Delaco's cool, charismatic, conversational personality; a minimalist, decorative style, white-and-green with natural colors.
Client:
Delaco
Industry:
Food and Beverages
Project type:
Brand Portfolio
Date:
2014–2018
Services:
Brand Positioning, Brand and Portfolio Architecture, Logo and Visual Identity Program, Packaging Design; Digital Design
Fresh cheese
Grace — a premium, elegant cream-cheese spread (with sour cream / with herbs); a flowing script logotype on a soft pastel pack, color-coded per variant.
Mascarpone — set apart from competitors' blue palettes with vibrant, saturated color on minimalist white; since mascarpone is the heart of tiramisù, the design playfully portrays the dessert-making.
Făgăraș — cottage / fresh cheese with sour cream, carried by mountain-and-edelweiss artwork (developed under the working name Savuras).
Client:
Delaco
Industry:
Food and Beverages
Project type:
Brand Portfolio
Date:
2014–2018
Services:
Brand Positioning, Brand and Portfolio Architecture, Logo and Visual Identity Program, Packaging Design; Digital Design
“Brunch” & specialty
Mozzarella — an Italian range in two tiers: Fresca (in brine, everyday) and Gourmet (grated/block, for cooking).
Brânză Topită — the processed/melted-cheese range, redesigned as it was brought into the Delaco house.
Client:
Delaco
Industry:
Food and Beverages
Project type:
Brand Portfolio
Date:
2014–2018
Services:
Brand Positioning, Brand and Portfolio Architecture, Logo and Visual Identity Program, Packaging Design; Digital Design
Kids’ cheese
Toni Junior — a whole children's cheese world, launched in 2017 and tailored to Delaco's youngest, urban customers. Its hero is Toni, a young boy whose night-time dreams theme every pack, each one a small illustrated story in vivid contrasts: Igluul de Lapte (the Milk Igloo), Puterea Leului (the Lion's Power), Ursuleții Poznași (the Mischievous Bears), Fantomele din Brânză (the Cheese Ghosts), Nasturii Lunii (the Moon's Buttons) and Labirintul Magic (the Magic Labyrinth). The stories are penned by a professional writer, illustrated by the studio CultCat.
Beyond the shelf
Brandient also shaped Delaco's corporate communication — the website and social presence — and the identity of the Bucuria Darului ("Joy of Giving") Foundation and its Cantina Bucuria social canteen, the company's charitable program for people in need.
The result is one of the most complete portfolio relationships in Brandient's record: a beloved name turned into a coherent, endorsed family of brands, where a single masterbrand idea carries a wide family of products, each with a character of its own.
Client:
Delaco
Industry:
Food and Beverages
Project type:
Brand Portfolio
Date:
2014–2018
Services:
Brand Positioning, Brand and Portfolio Architecture, Logo and Visual Identity Program, Packaging Design; Digital Design
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