Transavia Brand Portfolio
Building and stewarding the brand portfolio of Romania’s poultry leader, brand after brand, for close to two decades.
Transavia, a family-owned business founded in 1991, grew — through sustained investment in farms, state-of-the-art meat processing and quality systems — into the leader of Romania’s poultry market and a partner for international ventures across Eastern Europe, the Middle East and beyond. From 2006, as the company readied itself for a new era of growth, Brandient was engaged to set a brand strategy across its whole product portfolio and to steward Transavia’s internal brand-building — a partnership that has run, brand after brand, for close to two decades.
Brandient gave the portfolio a coherent architecture. The "De la Transavia" ("From Transavia") endorsement linked the corporate brand to its growing family of product brands; and in 2011, as the company marked twenty years, the "Well Made in Romania" positioning framed the portfolio’s shared promise of quality. The corporate masterbrand itself was later revitalized in 2016 with the "Shield" identity — covered in the separate Transavia (corporate) case.
The brands and ranges Brandient created across the relationship.
Client:
Transavia
Industry:
Food and Beverages
Project type:
Brand and Portfolio Architecture
Date:
2006–2024
Services:
Brand Positioning, Brand and Portfolio Architecture, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Packaging Design, Communication Design, EVP and Employee Brand Engagement
Fragedo
Fragedo — the flagship, and the leading fresh-chicken brand in Romania, setting the category's quality standard. The name and identity signal freshness through greenery illustration rather than the usual chicken-themed design, across a full range — from Fragedo Clasic to the top-of-range Fragedo Delicat, Fragedo Expert for HORECA and the refrigerated Fragedo Ice. The brand has been extended and re-energized over the years through lines and campaigns such as Fragedo BBQ, Marinate and, more recently, "Crunch."
Papane
Papane — the value tier of breaded, pre-cooked ready-meals, branded with humor: real food-shots turned into free-hand cartoon characters. It won a Pentawards Bronze (Food category) in 2009, and is covered in its own standalone Papane case.
Ella Bella
Ella Bella — the premium range of chicken ready-meals: a relaxed, seductive lifestyle brand whose personality is carried by illustrations of modern women, created with the French illustrator Marguerite Sauvage.
Frateus
Frateus — an innovative range of chicken-meat sausages built around traditional national recipes from countries such as Germany, Austria, Poland, Spain and the UK; a cheerful, cosmopolitan brand of culinary diversity.
Libertan
Libertan — Transavia's free-range chicken brand ("Pui Libertan").
Puichan, Durdulan, Belșugan
Other ranges followed across the years — Puichan, Durdulan, Belșugan, and a premium "Papane Chef" line — each designed within the same portfolio logic.
The result is one of Brandient's longest and deepest portfolio relationships: a single producer's brands, built and stewarded over nearly two decades, each with a clear role and personality under one coherent, quality-led architecture.
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