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Bunna
Brand strategy
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.
The solution
Grapefruit studied the PortasCom business plan, the market features and trends (performing a comparative study of the competing brands, as well), and the existing components of the company's marketing strategy in order to point out the importance of each one of them in designing, promoting and maintaining a new consumer brand.
Following this study, Grapefruit put forward a strategy to guide the design of a consumer brand representing a fresh and affordable alternative to other existing brands. This new brand was meant to be direct and honest, to send out warm, open and trustworthy messages, and to embody all the expectations that the target audience would have from a dairy products brand.
Grapefruit built on these features and created the brand name - Bunna -, its corporate identity and the packaging design for the entire product range.
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- Brand Strategy
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