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Grapefruit Gets New Transavia Brand on Shelves
FOR IMMEDIATE RELEASE
CONTACT
Ştefan Liuţe
Strategy Director
Tel/Fax: +40 (332) 403435, 403433
E-mail:
Iaşi, June 14, 2006—Grapefruit designed the new product brand identity for Transavia, Romania’s leading poultry meat producer, and, at the same time, completed a corporate rebranding process for the company.
In the summer of 2005, Grapefruit began Transavia’s rebranding process with a 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. Grapefruit created the Transavia slogan- The One and Only- in the spirit of the core values they promote: honesty and trustworthiness.
Transavia’s new Grapefruit-made visual identity replaces the former cliché logo- a caricaturized rooster- with a distinctively memorable symbol—the chicken crest. The packaging design introduces a simple and innovative concept, with great impact on the market. Using black and white photography- to better underline the characters’ expressive features- the memorable packaging strongly differentiates Transavia’s products on the shelves.
Transavia General Manager Ioan Popa: “In a market dominated by stereotype packaging featuring various chicken symbols, it was not easy for us to accept revolutionary graphic proposals in this respect. However, Grapefruit’s packaging is representative for Transavia values and it helps our products differentiate from all others”.
Grapefruit Chief Creative Officer Marius Ursache further adds: “It is very easy to follow the design trends on the market and to create yet another packaging. Nonetheless, branding and design are meant to constantly bring about innovation and to create a special relation between the brand and the consumer. This is the reason why we created a different packaging design for Transavia, very much unlike what is most commonly seen on supermarket shelves”.
Grapefruit (www.grapefruit.ro) is a Romanian consultancy agency for branding and interactive design, with offices in Iasi and Bucharest. The Grapefruit portfolio includes over 100 customers from 13 countries on 4 continents, such as: Abbott Laboratories, Antibiotice, Dacia, Vodafone, HP Romania, Gândul, Eli Lilly, OTP Bank, British Council, International Corporate and Brand Identity Centre (Marea Britanie) and DDB San Francisco (USA).
Founded in 1991 in Alba Iulia, Transavia is currently Romania’s leading poultry meat producer, with a daily processing rate of 85 tonnes of meat. Transavia’s entire product range of chilled and frozen poultry meat is available in the main national hypermarkets and cash & carries.
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