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Press Release

BrandTailors rejuvenates the visual identity and package

design for Laura chocolate
Bucharest, 12th April 2011
BrandTailors - strategic brand consulting and
design firm - developed the visual identity and
package design rejuvenation program for Laura

Janos Kurko
Creative Director

BrandTailors consultants and designers have finalised the work for Laura’s visual identity and packaging
design rejuvenation, a process meant to strenghten Laura’s brand positioning within the milk and cream
filled chocolate subsegments, along with its launch in ”ingredient chocolate” subsegment (whole peanuts

Laura, a brand owned by Kandia Dulce (former Cadbury), enjoys a remarkable level of loyalty among
consumers, being amid the leading chocolate brands from its price segment. The need for change came with
the transition to a modern packaging technology (flow-pack) and with the introduction of new products in
Laura’s brand portfolio.

Following a chocolate consumption habits analysis and a brand audit contextualised by the competitive
landscape, Laura chocolate positioning as the “chocolate that you share with your whole family” was concluded
to being highly relevant. Thus, the brand visual language refreshment targeted a logo adjustment and the
reconsideration of the package design. These processes were intended to restore the brand’s visual expression
in nowadays paradigm and associate the orange colour with the brand, both an unique and fit-to-category

“ The main purpose of the new packaging design is to highlight

Laura’s logotype, re-confirmed over the years as a distinctive
brand symbol. The compact graphics, the organic shapes and the
photorealistic product representation are the the main elements Janos Kurko
that lead to the brand’s contemporary visual expression.  Creative Director

BrandTailors team members contributing to this project development were: Andreea Florea and Janos Kurko –
brand audit, Janos Kurko – creative concept and graphic development, Cristina Ionescu – project management,
Mihai Părpălea – desktop publishing.

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There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and
effectiveness. These words have guided our steps over the last seven years, whilst we have completed over 90 projects
and changed the paradigm for over 40 product and service categories. This is what sets us apart, BrandTailors, the first
brand strategy consulting and design firm in Romania that applies and promotes a strategic approach as basis for the
branding process.

Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after
year and looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company,
GlaxoSmithKline, Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Ţiriac
Holdings, Intact Media Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Măgura, ROM,
Silvana, Zuzu, Fulga, Rarăul, Lăptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open
România or Class Living and created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, Vibe
FM or Naturlich.

As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries
by stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the
pioneers that separated product and services branding operation in order to set unparallel effectiveness standards. To
this respect, in 2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital
branding consultancy. Early this year, we re-launched our website following a novel on-line communication strategy based
exclusively on social networks.

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15 Henri Coanda St, 1st Floor

010667, Bucharest–1
Phone: (+4)-031-620-84-84 www.brandtailors.com
Fax: (+4)-031-620-84-87 2/2

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