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Rarăul 2011 REBRAND 100 > merit

Component Rebrand
Country Base: Romania
Industry/Sector: Food
Below: Before and After Images in Slide Show, Summary, Credits


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Summary:

Industry Setting
Established more than 40 years ago, Rarăul was a regional Eastern Romanian dairy brand, acquired by Albalact in 2008 and intended as a performant national brand in the competitive Romanian dairy market. The brand name is a well known toponyme locally, but less familiar to consumers at a national scale.

Challenge
Albalact management team approached us with a repositioning brief, explicitly requiring building Rarăul brand foundation on modern coordinates that are relevant for the urban consumer. Moreover, Rarăul would become a more flexible brand, easily stretchable on different dairy sub-categories.

Strategy
As Rarăul Mountain lies in the heart of Bucovina county, nationally famous for its breathtaking landscapes, ”natural beauty”, the brand rejuvenation concept, speaks both about Bucovina’s natural landscape and also about the people on whose faces one can read health.

The package design depicts milk origins as being rooted into Bucovina’s mountain flora and various dairy products resulting from the best quality milk.

Wordmark design uses an archaic typeface, having an original traditional Romanian character, but shifted to modern and up-to-date drawing manner, thus becoming the symbol of Rarăul heritage and expertise, brought to present through addressing contemporary consumer needs.

Result
Rarăul is currently regarded as the first consistent cross-category brand on the Romanian dairy market. The new package design has facilitated important distribution gains (1500% numeric distribution growth in June/July 2010 versus the same period in 2009), thus becoming a national brand, with volume sales increasing by 1900% in 2010.


Credits:

Client: Albalact - www.albalact.ro
Marketing Manager: Cristina Miclea
Brand Manager: Celina Condorovici

Brand Strategists/Designers: BrandTailors - www.brandtailors.ro
Brand Strategist: Beatrice Daniş
Brand Consultant: Andreea Florea
Senior Designer: Melania Nemeş
Creative Director: Janos Kurko
DTP: Mihai Părpălea
Account Manager: Ilinca Apetrei
Account Executive: Anca Andronescu
Account Executive: Cristina Ionescu


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