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Scandia 2012 REBRAND 100 > merit

Enterprise Rebrand
Country Base: Romania
Industry/Sector/Keywords: Food, Consumer Goods and Services, Retail Products and Stores
Below: Before and After Images in Slide Show, Summary, Credits

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Industry Setting
Scandia Food is one of the top food companies in Romania with a value of more than 100 million EUR. The company established in the early 20th century and persisted in a very crowded market of canned meat, dominated by traditional international competitors.

Our challenge was to effectively integrate the brand tradition and the positive equity of the organization into the new business strategy as to communicate a modern corporation, focused on consumer’s needs. It was necessary to redefine the company’s brand strategy, thus to instill leadership, confidence among employees, partners, and consumers.

The new Scandia Food brand is centered on a redefined brand strategy, brand architecture, unique tone of voice, and a fresh visual identity -- all anchored in the new brand promise: "Life full of flavor”. The brand architecture was reconsidered so that Scandia Food endorses the up-mainstream brands within a portfolio of those who are aligned to the new brand platform, with focus on nutrition and a healthy lifestyle.

The new Scandia Food visual identity retains elements from the previous logo by using type letters and the red color, as a reminder of the company’s tradition, while incorporating new and differentiating elements. The powerful and memorable symbol of the abundance horn, in the new logo, offers a particular note that conveys diversity, burst of flavors and emotions -- the very flavor of life.

As a result of the rebranding and reorganization of the entire operations, Scandia Food increased sales by 19 % and the profit at more then $1 million. The company expanded in the food segment by launching vegan and vegetable canned products, and by creating a chain of restaurants, emphasizing the care for nutrition. The new corporate brand plays an endorser role on product communications, and acts as the strategic and creative point of reference for all corporate initiatives.


Client: Scandia -

Brand Strategists/Designers: Seed Consultants -
Brand Strategy: Dochita Zenoveiov, Roxana Iancu
Brand Designer: Raluca Beldiman
Project Manager: Vladimir Martinus
Project Executive: Catalina Vulpe


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