Transavia
Rebranding
Client
Founded in 1991 in Alba Iulia, Transavia is currently Romania’s leading poultry meat producer. Transavia products are distributed through the main national hypermarkets and cash & carry stores.
Challenge
A rapid development rate generated by an impressive commercial success made the company aware of the need for consultancy in the management of the Transavia corporate brand and the creation of a new product brand. The company realized they could not maintain the same rate of success in the long run without an appropriate marketing strategy that would be as important and complex as their production and commercial process.
Solution
Grapefruit conducted a corporate brand audit, supported by market and consumer research activities. The resulting brand strategy redefined the Transavia corporate brand as an efficient and energetic brand, standing for the authentic Transylvanian spirit. Transavia’s brand architecture is strongly endorsed by the master corporate brand, as the main guarantee of product quality. Grapefruit created the Transavia slogan- The One and Only- in the spirit of the core values they promote: honesty and trustworthiness.
Transavia’s former visual identity- a caricatured rooster- was complicated and insufficiently distinct in a market context where communication strategies are dominated by cliché characters. Conversely, Transavia’s new graphic signature uses an easily recognizable and memorable symbol- the chicken crest. Transavia communication materials employ this graphic signature and a design style based on calligraphic ornaments.
Transavia’s product packaging is manufactured by using the latest technological advances, and the design created by Grapefruit gives it greater visual differentiation. Grapefruit used black and white photography to better outline the feelings of the characters on the label and to help the products become more easily noticeable on the shelves.
The new corporate and product brands were first launched in July 2006.
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- Rebranding
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