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Bunna
Packaging design
The customer
PortasCom represents a group of private companies based in Botoşani, Romania, which conduct business in the fields of animal breeding and agribusiness. Their target is becoming the most important player on Moldavia's regional market.
The challenge
Towards the end of 2003, the company intended to launch a range of dairy products on a highly competitive and price-elastic market dominated by well-established local and national brands. Under these circumstances, PortasCom estimated that the best approach would be to initiate the process of design and implementation of a proprietary brand, strong enough to have an important market impact within an ideal time frame. Grapefruit developed the strategy for the new brand, came up with the name ‘Bunna’ and continued building the brand by creating the corporate identity (including the packaging design).
The solution
Having explored several creative alternatives inspired by symbols taken from nature and the environment, Grapefruit put forward a range of concepts together with relevant colour schemes which would ensure that the product stands out from its competitors in the supermarket. The customer eventually chose a simple, open and fresh design concept, characterised also by quite a daring package presentation - featuring a smiling cow, with a prominent and very visible udder.
The warm and friendly design of the Bunna logotype features a background that uses a pattern of spots characteristic of the famous Holstein breed. The same background pattern is present throughout the entire product range. Moreover, the humorous approach to the presentation of the model - pictured from the front, as well as the back, which is unusual in Romania, especially for this range of products -, represents a defining element of the personality of the new brand. The desired impact is for Bunna to feature not just on the customers' shopping lists, but also among their best-loved products with catchy and friendly messages.
The new brand was launched in March, 2004, and it has already had a strong, significant impact due to its package design. Regional market studies have confirmed that the early customer response to the product has proven the success of the chosen package design strategy.
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- Packaging Design
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