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Case Study

Silvana / The candy that lifts up your mood

Visual identity Package design Package design

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Context
The newly developed package design concept redefined the Tomi attitude and capitalized as much as possible
on the space provided by the sleeve technology. Furthermore, the concept is so generous that it opens a new
path for extending Tomi to yet more SKUs.

In 2007, Cadbury Romania acquires Silvana, the strongest Romanian brand on the sugar market.

In the previous two years, the sugar market registered important growth rates due to the market entry of many
international players. They introduced many innovations at the product level as well as at the image level.

Starting from this, Cadbury Romania began reshaping its product portfolio, followed by the repositioning of
Silvana brand.

Challenge
After the new portfolio has been reshaped, BrandTailors was tasked with developing a new visual identity and a
new packaging concept that would further sustain the development of the Silvana portfolio, depending on the
sugar market evolution.

Solution
Changing the product recipe was the basis of the brand reconstruction. Thus, the brand identity was shaped
starting from a “happiness bubble” depicted in five luscious and optimistic colors.

The graphic solution for the package is a very fresh color combination, lifting up moods, spreading joy and
happiness – and succeeding in shadowing its competitors at the shelf.

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Given that Tomi is part of BrandTailors portfolio for many years
now and that the previous executions are so creative, we took this
project as a great personal challenge., Thus, as the passion for
tomatoes is characteristic to Tomi and the passion for food is
characteristic to our team, this helped us generate a very strong
Alina Cranga
creative idea, the way our clients are accustomed to. BrandTailors Account Manager

The newly developed package design concept redefined the Tomi attitude and capitalized as much as possible
on the space provided by the sleeve technology. Furthermore, the concept is so generous that it opens a new
path for extending Tomi to yet more SKUs.

Follow-up
Candy market evolution led to further development of Silvana the product portfolio. So, at the beginning of
2010 a new product line extension was to be launched – Silvana toffee (strawberry-lemon filling and milk
chocolate filling SKUS).

The package design solution, meant to complement the current product portfolio, keeps “the bubble of
happiness” as a key element while using the already established graphic manner based on a gourmet and
optimistic chromatic, so ensuring the degree of differentiation needed in order to remark the new toffee
product line.

Suggesting jocundity and optimism, the new line extension package solution not only reinforces the brand
positioning as “the candy that brings one good mood” but anso ensures a superior shelf visual standout against
competition.

Contribution
Brand strategy - Beatrice Daniș
Graphic concept and development - Janos Kurko
Project management - Alina Crangă
Image retouching and printing pre-production - Mihai Părpălea

Project implementation started in October 2008.

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