Papane
A value range that turns the food itself into a cast of playful characters.
Papane was the fourth brand Brandient created for Transavia, the leader of Romania’s poultry market, within a multi-year partnership that had already produced Fragedo (fresh chicken), Ella Bella (premium ready-meals) and Frateus (chicken sausages). Papane took the value tier — the range of breaded, pre-cooked dishes, from schnitzels and nuggets to burgers, cordon-bleu and sausages, that Romanian families eat on an everyday basis. Value is the unforgiving end of the food shelf, where the easy reflex is to signal a low price by looking cheap. Brandient set out to do the opposite: to give the everyday range a brand with genuine personality.
It began with the name. Papane is a coined plural that seemed to have been waiting in the subconscious of a consumer already at home with friptane, copane and pieptane — and, to a Romanian ear, it carries the warm, almost childlike sound of eating itself. The plural was deliberate: it speaks of a group, a crowd, a community, and reads almost as a cheerful invitation to tuck in. The verbal identity built around it was popular, relational and entirely without airs.
The packaging then turned appetite into character — literally. On a clean white pack that signaled the mainstream and a good deal, the real, glossy food-shot of the golden breaded product was left to do its appetizing work; over it, Brandient drew free-hand ink doodles — googly eyes, grinning mouths, waving arms, stick legs — that turned the very pieces of food into a cast of lively, mischievous characters, each product with a running theme of its own — the nuggets, for instance, a tumbling little football squad. The illustration never sacrificed the packshot; on the contrary, it added value to it. A friendly logotype, recolored by variant — orange, blue, green, red — organized the range while keeping its single, sunny personality.
The bet on character over discount was vindicated internationally. In 2009 Papane won a Bronze in the Food category at the Pentawards — the foremost international competition devoted to packaging design. For a value range from a Romanian poultry company to stand among the world’s best packaging was, in the studio’s own words, a reward for courage: the client’s, for refusing the safe and the dull; and Brandient’s, for daring to put a sense of humor on the most ordinary shelf in the store.
Client:
Transavia
Industry:
Food and Beverages
Project type:
New Brand Creation
Date:
2008
Services:
Brand Positioning · Brand Name, Narratives and Voice · Verbal Identity · Logo and Visual Identity Program · Packaging Design · Brand Guidelines · Communication Design
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