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Press Release

Brandtailors signs the package design solution for Raruls new line of fresh cheese
Bucharest - May 30th, 2012

Brandtailors strategic brand consulting and design firm signs the creation of the package design for Raruls new line extension in the fresh cheese category.
Silviu Filipovici Senior Brand Designer
Marking a new stage in the development of Raruls brand portfolio, and moving from basic and traditional dairy products to a more sophisticated and complex product range fresh cheese with different flavors for a whole array of occasions , the new package design solution developed for Raruls line extension helps increase the brands relevance on the Romanian quality dairy market. Without setting aside the core values that define and have made Rarul the successful brand of the Romanian dairy industry it is today, the line extensions package design highlights the taste and freshness attributes of the new products, and underlines the defining elements of the mother brand, ensuring its easy recognition and associations among its target consumers.

The package design solution is grounded in Raruls already well-established brand values authenticity and the celebration of natures purity which the new graphic context holds in high respect. However, by centering the entire design solution on the product itself, in order to emphasize its intrinsic attributes, flavors and natural provenience, Raruls core values are significantly enhanced, so as to provide the range with a remarkable impact in the consumers perception and strong differentiation at the shelf.

The package design also ensures a high level of differentiation between the line extensions subcategories the salted fresh cheese Rarul Morning Dew, the sweet fresh cheese Rarul Natures Delight and the fresh cheese for pies and cakes Rarul Magic Oven by means of a color-coding based graphic system, which also helps facilitate the natural, clear reading order of the package elements.

Silviu Filipovici Senior Brand Designer

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The Brandtailors team members who contributed to the development of this project are: Andreea Florea brand audit and design strategy, Silviu Filipovici design strategy, package design, image retouching and preproduction processing, Cristina Ionescu (former Account Manager) project management.
Follow us on LinkedIn 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 eight years, whilst we have completed over 100 projects and changed the paradigm for over 50 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, Scandia Food, Caroli Foods, Kandia, Azuga Waters, Titan, Interstar Chim, iriac Holdings, Intact Media Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Mgura, ROM, Silvana, Zuzu, Fulga, Rarul, Lptic LaDorna, Perla Covasnei, Eurovita, Peak, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romnia, Class Living, Ambasador or Igienol and created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, KandOr, Vibe FM, Naturlich, Yammix, Phill, Delicina or Rancho. 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 last year, we re-launched our website following a novel on-line communication strategy based exclusively on social networks. Follow us on Twitter

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