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Case Study

Kandia / The most daring Romanian brand

Visual identity Brand imagery Package design

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Context
Following the 2003 relaunch, Kandia became the most admired and distinctive Romanian chocolate brand,
having a major influence of the fundamental significance of the chocolate category.

Taking into account the direction in which the market evolved in the past few years, changes needed to be made
at the brand level – in order to adapt it to the new market needs. These changes were backed up by the new
packaging technology acquired by Cadbury Romania, the new recipe enriched with cocoa butter and the line
extension.

Challenge
Following the durable partnership that Cadbury has with BrandTailors, BrandTailors was assigned with the
development of a new packaging design that would support the brand’s emotional benefits and help Kandia
differentiate from the competition.

Solution
Thus, the new positioning talks about the multisided faces of love, about the joy of living our lives by sharing
with the dear ones our most precious moments. The new approach was translated at a conceptual level both in
the packaging design as well as the new structural design, while the visual identity retained its element – the red
ribbon.

The structural design of the tablet reiterates the visual identity and showcases on each piece, the emotions that
Kandia supports: love, joy, tenderness, etc.

The rebranding also encompassed the pralines portfolio, which underwent a packaging transformation as well –

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keeping in line with the new branding identity.

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

Project implementation started in January 2009.

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