| Rarăul
2011 REBRAND 100 > merit Component Rebrand Country Base: Romania Industry/Sector: Food Below: Before and After Images in Slide Show, Summary, Credits 
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 [back] |
