Orhei-Vit
From the vitality of Vita to the calm of Gustos
Orhei-Vit, a leading juice and nectar producer in the Republic of Moldova, faced a two-front challenge at once: defend its mass-market flagship, Vita, on an increasingly crowded and look-alike retail shelf, while opening an entirely new, premium tier above it. Brandient was commissioned for both — and packaging, the decisive medium in this category, was the battleground for each.
For Vita, the work was a revitalization built for visibility and equity. The redesign combined illustration and photography to capture the moment of maximum freshness at harvest, with an illustrated stamp lending tradition and a "certified-quality" reassurance — enough to stand out on the shelf and protect the reputation the Vita name had earned.
The premium line was the harder, more strategic bet. It came to Brandient through Tetra Pak — the packaging partner that pairs producers with the branding they need — as a cold-extraction ("direct squeeze") juice in the Tetra Prisma pack, aimed at discerning, success-oriented urban consumers, and it deliberately broke the category script. Instead of leading on health, nature and vitamins like everyone else, Brandient positioned the brand around a state of mind: calm and equilibrium against the stress of daily life. The identity carried a twist of noir to signal premium and pull the eye, with a minimalist single-fruit image and a touch of aquarelle that doubled as flavor coding. Brandient developed the brand under the name Zen; at launch in Moldova the client took it to market as Gustos ("tasty").
Client:
Orhei-Vit
Industry:
Food and Beverages
Project type:
New Brand Creation
Date:
2005
Services:
Brand Name, Narratives and Voice
Packaging Design
Other featured projects
News radar
Join the Brandient community! Stay in the loop with innovative branding insights, exclusive design content, and inspiring case studies.
Stay in touch with Aneta's latest opinions — articles, interviews, and podcasts — on entrepreneurship, marketing, branding pioneering, leadership, and culturally meaningful current events.
Brandient Radar is a select and non-intrusive, low-volume newsletter.
Follow our flight path — sign up for our Radar newsletter today!
get in touch
Client? contact us
5 Mendeleev Street, 3rd floor,
Bucharest 010361
Expert? Join Us
Are you brimming with talent and unshaken by challenges? Then, consider this your invitation to join our elite team, dive into complex problems, and have the opportunity to see your work make a mark far and wide.
Please submit your cover letter and relevant credentials:
Click to e-mail Brandient Careers.
friend? follow us
Copyright © Brandient 2002–2026. All Rights Reserved.