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Case Study

ROM / A category of one Romanian brand

Package design Package design

See more photos on Flickr

The leader in the chocolate bars category, Rom was constantly challenged both by its copycat local competition
and also by highly appealing international players. So to secure the volume share of Rom, Kandia-Excelent
decided to increase its marketing efforts via consumer communication.

Being the exclusive brand consultancy partner of Kandia-Excelent, BrandTailors was appointed to define Rom’s
brand platform and adjust the brand identity and package design without loosing its authenticity and highly
recognized design elements.

As a result of the combined branding and marketing communication activities, Rom has increased its volume by
100% in six months from new packaging introduction, fact being paid off with a Golden Effie Award in the
2006 competition.

Brand audit and brand strategy - Beatrice Daniş
Graphic concept and development - Adrian Stănculeț, Janos Kurko
Project management - Roxana Iancu
Image retouching and printing pre-production - Mircea Brătianu

Project implementation started in March 2006.

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