Zuzu
A vibrant, unconventional yogurt brand for young urban Romania
After the successful creation of Fulga, Albalact engaged Brandient to devise a new consumer brand in the milk and yogurt categories.
The domestic yogurt shelf of 2006 was dominated by a clinical, almost medicinal style of branding — which left clear space for a fresher, more joyful brand aimed at young, urban, educated consumers with above-average income.
Brandient created Zuzu: an unconventional yet instantly memorable name with a familiar, playful ring, carried into a minimalist packaging system built on distinctive feathery imagery — light and gentle where the category was cold and clinical — with clear rules for line extension designed in from the start.
Zuzu launched in 2006 and grew into one of Romania’s best-known and best-selling dairy brands.
Client:
Albalact
Industry:
Food and Beverages
Project type:
New brand creation
Year:
2006
Services:
Brand Positioning; Brand and Portfolio Architecture; Brand Name, Narratives and Voice; Logo and Visual Identity Program; Packaging Design; Communication Design; Brand Guidelines
Awards:
Pentawards Bronze Award in 2007; Identity Best Of The Best in 2006
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