Merinde Urbane
Urban provisions — a ready-meal brand from Angst
Angst, one of Romania’s best-known meat and charcuterie makers, saw its next growth in the ready-meal category — but the category carried a trust deficit: a public quick to suspect that prepared food is industrial, preservative-laden and not quite healthy. The strategic task was to enter it without spending the equity Angst had built in charcuterie. With no client research provided, Brandient built its own read of the category — stakeholder interviews, shelf research, desk analysis — and worked to a simple consumer triangle: a ready meal has to feel healthy, nutritious and tasty at once.
The answer was Merinde Urbane de la Angst — "urban provisions" — a fresh, ready-to-eat range for the urban mainstream the category was won or lost in — young people who cannot cook, families with no time, seniors tired of cooking — built on freshness and convenience: meals from fresh, largely vegetable-forward ingredients, preservative-free and quick to prepare, cooked to authentic recipes and packed for the modern shelf — carried under the "Calitatea Angst" endorsement and the brand promise Mâncare bună pentru o viață nebună ("good food for a crazy life").
Brandient developed the brand and its master-pack design across the range of spreads, salads, soups and mains, exploring several distinct packaging directions for the line. (See the parent masterbrand work in [[angst]].)
Client:
Angst
Industry:
Food and Beverages
Project type:
New Brand Creation
Date:
2016
Services:
Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Packaging Design, Communication Design
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