Bucharest, 6th of October 2009 — BrandTailors, the strategic and brand design consultancy company, received on behalf of Cadbury Romania a delightful task: creating the identity of the unglazed cookie from the Magura portfolio.
The great results obtained by the BrandTailors Company on the projects developed in the past for the Magura Brand, recommended it’s consultants for the next job put on the table by Cadbury. Besides this, the BrandTailors team was required to participate at the auction for developing the concept of launching and creating materials at the trade stands. And they won this auction also.
The challenge for this project was to differentiate the new product using a new denominator and packaging graphics, but also maintaining consistency with the rest of the Magura portfolio.
In reaching this result, the BrandTailors team turned to a market study that has facilitated identifying the most relevant benefits of the product and then choosing the denominator for the Magura new product line extension. In addition, the BrandTailors designers created a packaging grafic that fits perfectly into the system developed by them for Magura in 2007 but “it’s different due to the background color, Lila, specific for the new product variety.”, said Diana Papuc – Brand Designer.
“Due to excellent collaboration among all team members of Brandtailors, Cadbury requirements have been met with success: Magura’s brand architecture has been redefined, the perfect denominator for the new product line extension has been identified and all this came together into a coherent package design.”, concluded Alina Cranga – Account Manager.
Team members who contributed to the development of this project are: Beatrice Danis – Brand architecture and strategy, Alina Cranga, Diana Papuc – Creative concept, Diana Papuc – Package and POSM design, Alina Cranga – Project Managementand Mihai Parpalea – image retouching and printing preproduction.