Transavia
Revitalizing the corporate brand of Romania’s poultry leader.
In 2016, Transavia, the leading poultry business in Romania and a notable participant in the European market, engaged Brandient for a revitalization of the corporate brand.
A family-owned business founded by Ioan Popa, built on steady growth and a reputation for food safety, Transavia needed a corporate identity equal to that promise — one that would carry it to the millions of consumers the company serves. The refreshed brand encapsulates the promise in a single new mark, the "Shield," which reads at once as consumer protection, as a heraldic emblem of the family-run ethos, and as a signal of the company’s vertically integrated, farm-to-fork model.
The work began, as Brandient’s corporate engagements typically do, with a brand audit: a structured reading of how the company saw itself and how its identity was actually being read in the market. The central diagnosis was a mismatch. Transavia’s legacy expression — decorative, ornamental, leaning on conventional category imagery — quietly signaled tradition and small-scale handcraft, the opposite of what the business had become: a modern, fully integrated value-chain leader. The strategic prescription followed directly: strip away the decoration, stop leaning on generic meat-category cues that erased rather than created differentiation, and rebuild the brand around what genuinely set Transavia apart — integrated quality, controlled at every stage from farm to fork. The refreshed "Shield" identity is the visible result of that decision, carrying food safety, family ethos and vertical integration in a single, contemporary mark.
The business’s fully integrated production chain also inspired a graphical platform grounded in minimalist illustration, enabling the comprehensive portrayal of Transavia’s unique narrative — a system designed to tell the company’s story coherently across corporate communication, recruitment and the wider expression of the brand, rather than relying on product imagery alone. Beyond the corporate mark, the relationship extended over a longer arc into ongoing brand strategy, anniversary milestones marking the company’s growth, and the structured organization of its consumer-facing product portfolio — clarifying how the master brand, its quality tiers and its specialty lines relate to one another on shelf. Throughout, the through-line was constant: move a category leader’s expression away from generic cues toward a distinctive, credible promise of doing things exactly right.
Client:
Transavia
Industry:
Food and Beverages
Project type:
Rebranding
Date:
2016
Services:
Brand Audit, Brand Positioning, Logo and Visual Identity Program, Corporate ID Program, Communication Design, EVP and Employee Brand Engagement, Brand Guidelines.; Brand Name, Narratives and Voice
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