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A new Antibiotice brand
FOR IMMEDIATE RELEASE
CONTACT
Ştefan Liuţe
Strategy Director
Tel/Fax: +40 (332) 403435, 403433
E-mail:
Iaşi, December 6, 2005 – Grapefruit has conducted the rebranding process that led to the adoption, on the occasion of the company’s jubilee, of a new brand for Antibiotice, one of Romania’s largest pharmaceutical manufacturers.
The rebranding process, which has taken place over the past six months, has involved the conducting of an audit, whose conclusions and recommendations have served to develop the company’s first brand strategy ever. Starting today, a new visual identity and a new slogan reflect this strategy in Antibiotice’s brand communication.
Next to a modern design style, defined by large color swaths and a fresh color palette, the new Antibiotice logo yields powerful visual links to healthcare (the main usage area of the company’s products), excellence and accessibility (key concepts of the new brand platform). The new slogan – „Science and soul” – combines key brand traits, and enshrines a credible aspirational horizon in a human tone of voice.
„The popularity our company has on the Romanian market and our reputation [...] have been confirmed by research studies conducted earlier this year. On the other hand, a significant part of our Romanian audience never had the chance to learn more about the in-depth transformations Antibiotice has undergone in the past few years”, said Ioan Nani, the company CEO, thus motivating the adoption of a new brand.
„Taking into account its depth and breadth, the Antibiotice rebranding is a first for a company listed in the Stock Exchange’s first tier. At the same time, it is our most complex project so far”, Ştefan Liuţe, Strategy Director for Grapefruit, commented.
Founded in 1955, Antibiotice (BVB: ATB; www.antibiotice.ro) is one of the oldest Romanian pharmaceutical companies. Listed on the first tier of the Bucharest Stock Exchange, it leads in a number of key segments on the domestic market and is a traditional exporter in over forty countries, including the United States and Canada. The company’s main shareholders are Romanian and foreign institutional investors, headed by AVAS.
Grapefruit (www.grapefruit.ro) is a consultancy for branding and interactive design based in Iaşi, Romania. Its client roster includes companies like Connex, Dacia, UPS, HP, Gândul, Eli Lilly, British Council, and the International Corporate and Brand Identity Centre.
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