Launched in 2004 on the UHT milk segment, Fulga soon became one of the most popular children-addressed brands. Two years after its launch, Fulga’s plain milk SKUs are added a flavored milk product range. As a result, Fulga became the brand of choice in this sub-category.

Principala ilustrare a conceptului de design de ambalaj "Iaurt la putere"

April 2007, Albalact has decided to further develop Fulga through introducing a product extension, becoming the new challenger within yogurt market. Being dominated by Danone, Fulga has approached the category with an offer of plain yogurt and yogurt with fruit chunks, the new product line being introduced with the sole support of trade marketing activities. Despite the encouraging growth rate of yogurt category, Fulga’s volume share has reached the following two years an unsatisfactory level.

Under these circumstances, Albalact approached BrandTailors’ consultants with a request to redesign yogurts’ portfolio package so to increase Fulga’s offer shelf impact and visibility.

Challenge

As resulted out of the in-depth brand audit, Fulga yogurts’ current packaging were outperforming competition in terms of visual stand-out at the shelf level; further on BrandTailors consultants concluded two fundamental consumption habits were determining Fulga’s vulnerability with respect to this product category.

Being rather a “mature” product, yogurt consumption motivations are primarily functional, therefore generating a considerable degree of disparity between Fulga’s “innocence” and yogurt’s “seriousness”.

On top of that, Fulga’s low level of credibility with respect to yogurt was also the result of the brand not being associated with a yogurt characteristic product attribute or consumer benefit. Emotional benefits proved to be insufficiently seductive for yogurt consumers, therefore building Fulga more into a “second option” brand in this product category.

Project context being redefined, gave BrandTailors consultants both a tremendous challenge and a major opportunity: induce rational associations while maintaining Fulga cow-character’s cuteness and charisma.

The Solution

BrandTailors consultants’ strategic exploration efforts resulted in an decisive insight, yogurt being a natural and affordable source of protein and calcium. Next step was to turn a rational consumers benefit - strength and endurance into a creative concept to express a serious matter in a playful manner.

“The major challenge we have encountered when developing the creative concept was to deliver a serious message via a very playful messenger and on top of that, we had to do it in a technical-restrictive context (printing surface and colors). And still, there was one thing we have surely enjoyed: playing with Fulga! “, said Andreea Florea – Brand Consultant

Design-ul ambalajelor de iaurt Fulga – iaurt natural, iaurt natural de băut, iaurt cu căpşuni, cu vişine, cu piersici şi caise.

This is how Fulga got so much strength that she could lift the pack lid as if it were a curtain and reveal the delicious yogurt inside the plastic glass.

The idea behind the package design is both easy to understand and generous enough to generate new brand associations, building Fulga into an increasingly attractive brand both for children and parents. Creative concept’s generosity led to surprising application on a wide variety of collateral materials (e.g. multi-packs, collective packs, car decoration, point of sale materials etc).

Multipack-urile de iaurt Fulga reiau ideea design-ului de ambalaj şi o prezintă într-o altă formă: la fel de puternică, Fulga desprinde cartonul multipack-ului şi descoperă detaliile promoţiei.

Consistency across Fulga yogurt product portfolio was the main objective BrandTailors’ designers had when creating the graphic system. And its effectiveness was already proved when developing the package design for new SKUs, commissioned after the initial brief origination.

Design-ul de ambalaj pentru iaurtul cu cereale integrale şi piersici, dezvoltat ulterior portofoliului iniţial de iaurturi, validează eficienţa şi aplicabilitatea sistemului grafic.

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.

BrandTailors is the strategic and brand design consultancy company that, in over 5 years of activity, has developed lasting partnerships with reputable national and international companies such as: Cadbury, Unilever, Orkla Foods, Caroli Foods, Pambac, Ulker, Tiriac Holdings, Lagardère, GlaxoSmithKline, etc.

The effectiveness of strategic thinking and creative approach has been confirmed in over 70 large projects, during which the team of BrandTailors consultants has proved their professionalism in providing services to create verbal and visual identity, packaging design and communication materials, consultancy the evaluation and brand (re) defining, auditing and revitalizing of organizational culture.

BrandTailors has redefined the standards in over 30 categories of products and services by developing projects to revitalize numerous well-known brands such as: Kandia, Laura, Magura, ROM, Papi, Silvana, Ardealul, Wiesana, Tomi, Eurovita, Loteria Română, Ana Holdings, Europa FM, Radio 21, Liberty Parade, Bankia, Class Living, UTV, Prodlacta, BCR Open Romania and created success brand such as Grania, Gata, Planorama, Edenia, Vertaria, Fulg De Vară, Flavor, Vibe FM, Unlock Market Research, RoREN, JocoLoco and Cher Patissier.

BrandTailors launched in June 2009 the Community BrandTailors Division - the first digital branding and digital brand content consultancy in Romania.

www.brandtailors.com | Magura Usoara case study

In the context of the spectacular growth experienced by the sponge cake category during the last few years, and despite competitors’ intense marketing activities, Magura managed to preserve its leading position. Following the growth rate of the “unglazed” product version and anticipating the consolidation trend of this market, Cadbury Romania decided to further strengthen Magura market position by introducing new SKUs, which would represent the direct competition for the “unglazed” cakes of 7Days. BrandTailors, based on long-lasting partnership for brand consultancy services with Cadbury, was commissioned to redefine Magura’s brand architecture and create a denominator for the new product line extension, and further on develop the package design solution. Simultaneously, BrandTailors’ team was requested to pitch for trade launching creative concept and development of point-of-sale materials.

For the unglazed cakes range, Magura’s logotype was "enriched" with a new denominator – "Usoara" (gentle)

Solution

In order to identify most relevant consumer benefits of this product, a qualitative market research was commissioned. As a result of the consumer research, BrandTailors’ consultants turned their attention to the new product recipe, which was identified as the most appropriate reason-to-believe for a “light” snack; the combination of puffy dough, refreshing yoghurt cream and sour fruit jelly would make out of “unglazed” cake the most gentle Magura. The denominator solution of this product assortment – “Usoara” (geltle) - thus manages to avoid the negative associations which could result from the use of the word “unglazed”, which could suggest the absence of an ingredient.

Package design for Magura Usoara with wild strawberries and with sour cherries

The package design blends well with the previously (2007) developed graphic system. The differentiation results from the background colour code selected for the new product line extension - lilac, as opposed to the dark brown of “Magura Amaruie” (dark chocolate graze) or to the pure white of “Magura Clasica” (milk chocolate glaze).

The package of "Magura Usoara" - in line with the other two "Magura" ranges, i.e. milk chocolate glaze and dark chocolate glaze

During product’s store activation concept development process, whose objective was to generate a high trial level of the two new assortments of Magura Usoara (wild strawberry and sour cherry), BrandTailors consultants relied on the most important attribute of the product – a recipe maintaining a perfect balance between dough, yoghurt cream filling and fruit jelly. “As for the development of the POSMs, we went beyond the dramatisation of the denominator “usoara” and we developed a key visual originated in the product itself - the “perfect balance” between the three ingredients, further on enforcing Magura’ promise - the ultimate cake” - Diana Papuc - Graphic Designer.

The key visual developed for trade-marketing activities, endorsing the idea of a perfect balance between the puffy cake dough, the refreshing yoghurt and the fruit jelly.

Being named “the perfect equilibrium”, the trade activation concept plays upon a consumer insight, according to which “there are moments when you are in the mood for something good, but you don’t know what exactly”, thus conveying the message that Magura Usoara, with its sweet-and-sour, refreshing taste is the perfect choice for those moments when you don’t know what to pick. The trade activation concept was developed for a wide range of specific materials, such as posters, stand, shelf liner, wobblers, gift box and other types of displays.

Trade marketing materials

Acquired in 2008 by the French group Lactalis, LaDorna was represented on the children-addressed dairy product market by only one SKU - chocolate milk, marketed under the denominator “chocolate milk”. In order to increase penetration of LaDorna among non-adult audiences, Lactalis decides to widen the range of flavored milk by introducing three new flavors: vanilla, strawberry and cocoa - available in Tetrabrick format of 200 ml and 1 l.

In this context, Lactalis addressed BrandTailors the request to adapt the existing graphic solution on the “Chocolate Milk” SKU for three new flavors. After evaluating LaDorna brand in the market context of specific dairy consumption among children, the BrandTailors consultancy company has submitted to the client’s attention the opportunity to address this range of products as a LaDorna sub-brand.

“Following the audit of the dairy market and the product brands of the major manufacturers, it became obvious that LaDorna brand has a strong mature profile and a serious personality, which is why LaDorna cannot directly develop and sustain a right rhetoric for the children universe. Our strategic solution was to syndicate the denomination of flavored milk products range, which resulted in the development of the brand extension called Lăptic”, said Andreea Florea, BrandTailors Brand Consultant.

The package design concept is the result of the intersection of two main sources of inspiration : the need for a natural product that mothers have and the unusual approach that children enjoy. Judging these two needs through the eyes of the child and simultaneously through mothers’ reason, BrandTailors team tried to imagine the most natural way to obtain flavoured milk.

“The sensational story behind the “Lăptic” product range resides in the origin of LaDorna flavored milk that we imagined by thinking like a child: the LaDorna flavored milk is special because it isn’t made as any other similar product: it’s offered by a charmed little cow”, said Andreea Florea, BrandTailors Brand Consultant.

To develop the package graphics for the three flavors, the BrandTailors consultants illustrated the journey of the little cow Dulcia accompanied by her friend Vlăduţ in looking for strawberries, vanilla flowers and cocoa. The manner of the graphic design execution keeps the focus on the children’s playful universe.

“Drawing is one of the favorite activities of children and one of my favorite activities, too. I enjoyed very much the process of rendering life to the enchanted little cow of Vatra Dornei and to create this playful universe”, said Cornelia Pascalin, BrandTailors Junior Graphic Designer.

The aspects of Dulcia and the graphic universe that surrounds her renders the package design visually impactful at the retail shelf level. Moreover, the package design concept creates the premises for introducing new flavors to LaDorna “Lăptic” product range.

The members of BrandTailors team that contributed to the development of this project are: Beatrice Daniş – brand audit and brand strategy, Cornelia Pascalin and Beatrice Daniş – creative concept, Andreea Florea – brand rhetoric, Cornelia Pascalin – graphic design, Mihai Părpălea – image retouching and printing preparation, Andreea Florea and Janos Kurko – project management.

BrandTailors is the strategic and brand design consultancy company that, in over 5 years of activity, has developed lasting partnerships with reputable national and international companies such as: Cadbury, Unilever, Orkla Foods, Caroli Foods, Pambac, Ulker, Tiriac Holdings, Lagardère, GlaxoSmithKline, etc.

The effectiveness of strategic thinking and creative approach has been confirmed in over 70 large projects, during which the team of BrandTailors consultants has proved their professionalism in providing services to create verbal and visual identity, packaging design and communication materials, consultancy the evaluation and brand (re) defining, auditing and revitalizing of organizational culture.

BrandTailors has redefined the standards in over 30 categories of products and services by developing projects to revitalize numerous well-known brands such as: Kandia, Laura, Magura, ROM, Papi, Silvana, Ardealul, Wiesana, Tomi, Eurovita, Loteria Română, Ana Holdings, Europa FM, Radio 21, Liberty Parade, Bankia, Class Living, UTV, Prodlacta, BCR Open Romania and created success brand such as Grania, Gata, Planorama, Edenia, Vertaria, Fulg De Vară, Flavor, Vibe FM, Unlock Market Research, RoREN, JocoLoco and Cher Patissier.

BrandTailors launched in June 2009 the Community BrandTailors Division - the first digital branding and digital brand content consultancy in Romania.

The new image of BCROpenRomania.ro was designed so as to communicate the energy and the spectacular of this sporting event. The website’s role is to present the tournament and it contains information about the players, the schedule and results. Thus, there will be regular updates, which will reveal the evolution of players and match results.

The BCROpenRomania.ro project was launched in collaboration with MRM Partners, which handled the website development.

“BCROpenRomania.ro is a remarkable project by two accounts: impeccable timing and unconditional trust from the client.”, said Monica Mircea, Account Director Community BrandTailors.

In terms of graphics, the website respects the visual direction described by the new logo, showing the key elements of the sporting event to be held at BNR Arenas: type of surface on which the competition will take place – clay, and the spectacular game of tennis, represented by the ACE. Thanks to the status earned by BCR Open Romania within the ATP World Tour 250 Series, the site also contains for the first time specific ATP elements.

“At the same time with the new visual identity, we wanted the website to capture the essence of BCR Open Romania as well as the new identity. Following collaboration with Community BrandTailors we developed a project that I am confident will meet all targets.”, said Liliana Ivaşcu Coordinator BCR Open Romania.

“The BCR Open Romania project was apparently an easy task given that brief requested to implement the new visual rhetoric while keeping unchanged the old structure of the site. However, the solution we have developed provides a basis to in-depth changes of the site, scheduled for the next years.”, said David Stroe, Creative Director Community BrandTailors.

The team members of Community BrandTailors that contributed to the development of this project are the following: Monica Mircea – Account Director, David Stroe – Creative Director and Monica Dumitriu – Brand Consultant. In this project also contributed Andreea Florea – Junior Brand Consultant with the BrandTailors strategic consultancy and brand design company. The website implementation was achieved by MRM PARTNERS through Bogdana Butnar – Managing Director, Alina Tănase – Senior Account Executive and Viorel Sfetea – Web Developer. The project was developed with the support of Liliana Ivaşcu member of the organizing committee of BCR Open Romania.

Community BrandTailors is the first digital branding and digital brand content consultancy in Romania. Community BrandTailors offers services that include: audit, brand platform, brand management, brand architecture, communication platform, structure and architecture of information website, defining features and technical specifications of the website, defining performance indicators and methods of measuring them, monitoring and reporting of results and communication optimization, briefing online media planning, verbal identity and brand rhetoric, web design and copywriting.

Community BrandTailors is the first division of BrandTailors one of the most famous companies of strategy and brand design in Romania.

Acquired in 2008 by Lactalis, LaDorna is one of the most famous dairy product brands on the Romanian market, with a well developed product portfolio. Until recently, LaDorna was represented on the children-addressed dairy product market by only one chocolate milk SKU.

In the context of the major volume growth registered last year in the flavoured milk market, Lactalis decides to complete its children-targeted product range with three new flavours: cocoa, strawberries and vanilla, in 1 l and 200 ml packages. In consideration of the need to adapt the design currently displayed on the chocolate milk SKU, Lactalis management team addressed BrandTailors with this request.

The graphic design manner of the logo design associates the Laptic sub-brand to the essential values of childhood

Challenge

As a result of assessing LaDorna brand in the context offered by children-targeted dairy products market, BrandTailors consultants pointed out the opportunity to address this product range as a LaDorna sub-brand.

In this new context, the greatest challenge was to identify mothers’ purchase motivation that has the biggest potential to generate sales volumes and children’s fundamental motivation for consumption in order to eventually come up with a differentiating brand idea by combining the two different motivations.

Solution

The package design concept is the result of the intersection of two main sources of inspiration: the need for a natural product that mothers have and the unusual approach that children enjoy. Judging these two needs through the eyes of the child and simultaneously through mothers’ reason, we tried to imagine how could flavoured milk be obtained most naturally.

This is the way we created the sensational story of LaDorna flavoured milk, that is not manufactured in a factory, but offered by an enchanted little cow. Named Dulcia, the little cow in Vatra Dornei accompanies her friend Vladut on a trip, hoping to find sweet strawberries that didn’t grew on their farm.

Laptic package design - strawberry flavoured milk

“The little cow made a trip to Strawberryland – where she fed on the most ripened and freshest strawberries – and came back with a wonderful present for all children: strawberry flavoured milk! Because she liked straberries so much, she decided to wear strawberry patches on her skin. Who wants super-milk with super-strawberries?”

During the next trip, Dulcia got patched with vanilla flowers…

Laptic package design - vanilla flavoured milk

“In the Vanilla Continent, filled with wonderful flavours, our little cow ate small vanilla flowers and discovered she was not offering plain milk, but vanilla-flavoured milk! And, in order to keep the most exquisite flavour, she adorned her skin with vanilla flowers! Who wants super-milk with super-vanilla flavour?”

… and, her heart sweling with joy, she took Vladut in another trip…

Laptic package design - cocoa flavoured milk

“In the Land of Cocoa King, the little cow went grazing. Because it was so tasty, she rolled over the cocoa field. She made a super-thing for you, too: cocoa milk for your breakfast. Who wants super-milk with super-cocoa?”

The manner of the graphic design execution keeps the focus on the children’s playful universe.

“Drawing is one of the favourite activities of children and one of my favourite activities, too. I enjoyed very much the process of giving life to the enchanted little cow of Vatra Dornei and to create this playful universe.” – Cornelia Pascalin – Junior Graphic Designer.

The three aspects of the little cow Dulcia

The aspects of Dulcia and the graphic universe that surrounds her renders the package design visually impactful at the retail shelf level. Moreover, the package design concept creates the premises for introducing new flavours to LaDorna “Laptic” product range.

BCR Open Romania, the most important international sporting event hosted annually by BNR Arenas is part of the ATP World Tour 250 series, which includes 15 annual tournaments taking place on clay.

With the occasion of the 16th edition, in 2009, BCR Open Romania turned into a brand with high growth potential similar to the tournaments with tradition. To achieve this transformation in terms of visual identity, the organizers turned to the BrandTailors consultancy company.

BrandTailors team members set themselves the objective to transform the visual identity of an event of such scale in a unique symbol, so that this identity solution remains valid through the next editions. To achieve this objective, the project was started by observing the behavior and assessing the attitudes of the tournament’s public, those of the Romanian players that participate in this tournament, as well as the general perception of Romanians with regards to tennis.

“As a general trend, I noticed that the visual identity of the tennis tournaments is based on their tradition, often accompanied by the tennis ball or a player in various dynamic stances. In this context, our challenge was to find that fresh symbol which combines perfectly the tennis rhetoric with “the new spirit” represented by BCR Open Romania, which brings forward the passion of the game and the exciting show offered by this sport.” said Andreea Florea, Junior Brand Consultant BrandTailors.

Following the audit process, BrandTailors team redefined the objectives of the project, so that the following editions of BCR Open Romania will attract the young audience, who consider tennis an “adult sport”. Starting from this premise and the fact that youths are aware of the high levels of excitement and energy of this sport, the dynamism of tennis was brought forward. In this way, the audience of this sport was rejuvenated.

The visual identity of BCR Open Romania created by BrandTailors designers catches the complexity of a sporting event brand: the “ACE” represents the spectacular performance, the “baseline and sideline” represent the rules and the “clay” represents the type of tournament. All these are represented in a graphic manner that manages to transmit the energy of tennis. The new logo was designed to be versatile, allowing its application on a wide variety of formats.

“As concept of visual identity, I think the ACE was perfect, due to its power to ignite the imagination of young people who dream themselves champions and to generate the energetic response of the public in general.” said Melania Nemeş, Senior Graphic Designer BrandTailors.

In terms of execution, the ACE is represented by the path and the trace the ball leaves on the lines, avoiding the presence of an actual ball, a cliché in terms of visual identity within this category. The manner of execution includes the visual identity of the Bucharest tournament within a contemporary visual paradigm, thus placing it, from a visual standpoint, in line with the renowned tournaments.

The members of the BrandTailors team who worked on this project are: Beatrice Daniş – brand audit and brand strategy, Melania Nemeş – creative concept, Melania Nemeş and Janos Kurko – graphic design, Mihai Părpălea – printing preparation, Andreea Florea and Janos Kurko – project management. This project was developed with the support of the organizers of BCR Open Romania: Bogdan Enoiu and Liliana Ivaşcu.

BrandTailors is the strategic and brand design consultancy company that, in over 5 years of activity, has developed lasting partnerships with reputable national and international companies such as: Cadbury, Unilever, Orkla Foods, Caroli Foods, Pambac, Ulker, Tiriac Holdings, Lagardère, GlaxoSmithKline, etc.The effectiveness of strategic thinking and creative approach has been confirmed in over 70 large projects, during which the team of BrandTailors consultants has proved their professionalism in providing services to create verbal and visual identity, packaging design and communication materials, consultancy the evaluation and brand (re) defining, auditing and revitalizing of organizational culture.

BrandTailors has redefined the standards in over 30 categories of products and services by developing projects to revitalize numerous well-known brands such as: Kandia, Laura, Magura, ROM, Papi, Silvana, Ardealul, Wiesana, Tomi, Eurovita, Loteria Română, Ana Holdings, Europa FM, Radio 21, Liberty Parade, Bankia, Class Living, UTV, Prodlacta, BCR Open Romania and created success brand such as Grania, Gata, Planorama, Edenia, Vertaria, Fulg De Vară, Flavora, Vibe FM, Unlock Market Research, RoREN, JocoLoco and Cher Patissier.

BrandTailors launched in June 2009 the Community BrandTailors Division - the first digital branding and digital brand content consultancy in Romania.

BCR Open Romania, reaching its 16th edition in 2009, is considered the most important international sporting event held in Romania. The event held in Bucharest is part of the ATP World Tour 250 series which includes 15 yearly tournaments taking place on clay court.

The new BCR Open Romania visual identity speaks about the mastery and the spectacular of tennis on clay court.

Due to the status gained by the BCR Open Romania within ATP and the national as well as the international reputation built since its first edition in 1993, the tournament organizers felt the need of transforming the event’s name into a brand with growth premises similar to the tournaments with tradition. In early 2009, the organizers approached BrandTailors with the challenge to refresh the visual identity of BCR Open Romania.

Challenge

For BrandTailors team of consultants, the assumed mission of this project started with the observation of the behaviors and the assessment of the attitudes of the tournament public, of Romanian players taking part and the general tennis perception among Romanians.

Following the audit, BrandTailors consultants redefined the objectives of this project, thus aiming for the following editions of BCR Open Romania to attract the young audience towards tennis and, implicitly to BNR Arenas during the event.

Solution

After a careful evaluation of youths’ perception and attitudes in relation to tennis, BrandTailors consultants team concluded that the strategic solution should be articulated in such a way as to shatter the mental barrier of the young audience – that “tennis is an adult sport”.

The versatility of the visual identity is validated by the multitude of brand communication supports and facilitates the coherence of the brand.

The approach to understanding the origin of this barrier, brought to light a surprising contradiction: while young people are aware of the high energy and awe that tennis emanates, respondents said that this sport is practiced mainly by adults as a result of the high costs involved.

Furthermore, tennis is a sport par excellence of technique, of endurance both physical and mental; is an intuitive sport doubled by a lot of work. Therefore, to help the tournament to rejuvenate its audience, the strategic solution should go beyond these “adult” associations and focus on the spectacular element of this sport.

“On the identity concept level, the ACE seemed perfect to me. I think that the ACE is amazing through its power to ignite the imagination of young people who dream to become champions and to generate the full power of the public reaction in general”. Melania Nemes - Senior Graphic Designer.

At the execution level, the BrandTailors team of designers chose to represent the ACE through the path and the mark that the tennis ball makes on the touchline, thus avoiding the presence of the ball, a trite element through extensive usage in the visual identity of tennis tournaments. A font derived directly from the touchline thickness complemented the visual identity. Further, the logo was iridescent in patches by the impact that the ball has on the surface of clay, thus adding the tournament surface to the brand identity.

Through the execution of the new visual identity of BCR Open Romania, BrandTailors designers manage to capture the complexity of a brand of sporting event: The “ACE” representing the spectacular element, the “touchline” representing the game rules and the “clay” representing the tournament court. All these elements are created in a graphic manner that manages to convey the young energy of tennis. Moreover, the new logo was designed in a versatile spirit, thus allowing the application on a wide variety of formats.

Defining the ACE as the strongest form of attack of a player and as the perfect swing that combines technical skill with the stroke of luck, BCR Open Romania receives a core brand association - the talent and ambition of the participants that ensure the impressive element of the games, played every September on BNR Arenas in Bucharest.

The 2009 tournament color will be that of clay. For the following years, BCR Open Romania will boast a surprising color palette.

The BCR Open Romania brand promise, “a real show in every game” of the tournament, takes form through the idea of speed, energy and force translated through the new visual identity. The manner of execution of the new logo BCR Open Romania encloses the visual identity of Bucharest tour in a contemporary visual paradigm and, in terms of image, in the league tournaments reputation.

As an Account Director at Community BrandTailors, Monica’s responsibilities will include project management and business development.

“The responsibilities that I have within Community BrandTailors honor me and offer me a great challenge. This, coupled with the exceptional standards imposed by my new colleagues, offer me the premises of progress in terms of professional development. I am glad that I chose to join the Community BrandTailors team.” said Monica Mircea, Account Director BrandTailors Community.

Monica Mircea previously led reputable accounts, companies that are amongst the top investors in online communication such as: Philip Morris Trading, Wrigley, Alexandrion Grup, Danone Romania, L’Oreal Romania, Colgate Palmolive, Nestle, Quadrant Amroq Beverages, URBB, Henkel, BCR, Credit Europe Bank, Bancpost, Roche, Ţiriac Imobiliare.

“I’m delighted that Monica accepted our proposal and joined Community BrandTailors. I have great confidence in her professionalism, competence and determination, things that recommend her to become part of our team of consultants. I am convinced that her experience in online will bring extra value to the newly launched digital branding division”, said Beatrice Daniş, Managing Partner BrandTailors.

During 2004 – 2009, Monica Mircea specialized in online marketing with companies such as Kinecto, Senior Interactive and AvantajNet.

Community BrandTailors is the first digital branding and digital brand content consultancy in Romania. Community BrandTailors offers services that include: audit, brand platform, brand management, brand architecture, communication platform, structure and architecture of information website, defining features and technical specifications of the website, defining performance indicators and methods of measuring them, monitoring and reporting of results and communication optimization, briefing online media planning, verbal identity and brand rhetoric, web design and copywriting.

Community BrandTailors is the first division of BrandTailors one of the most notorious companies of strategy and brand design in Romania.

The Liberty Parade website respects the visual identity of Liberty Parade by combining the iconic elements. These offer the possibility to personalize the website depending on the element of the Liberty Parade logo which best represents the visitors: the Converse star, the Havaianas flip-flops, sunglasses, the outline of an iPod or the stitching of a Levi’s pair. Thus, the website - a nonconformist ambiance which represents the young, becomes their FREE expression zone.

“LibertyParade.com offers maximum satisfaction for the entire team involved in this project in terms of concept, strategy and creation. We gathered an exceptional project team, with Community BrandTailors in charge of developing the project and the client offering constant valuable input.” - Monica Mircea, Account Director Community BrandTailors.

On a functional level, LibertyParade.com is the main dialog set up with the fans of the event, backed by related social media, such as hi5, Twitter, Facebook, Flickr and Youtube.

“We wanted a website that expresses the atmosphere of the event and the key element that unites all participants: freedom. We got a successful project during which we had an excellent working experience, which is not over yet.” said Victor Dumitrescu Group Web Division Manager for Romania of the Lagardere Active Radio International.

“Because the Liberty Parade event is built by the tens of thousands of people who participate each year, we wanted the website to keep the same feature in the online media: the community. The site is easy to navigate, built on a platform that allows maximum interaction between the fans of the event, giving them the opportunity to post comments and access the social networks, in which they are already familiar with each other. Both on the website and in the related media, users can follow or exchange multimedia content and impressions about Liberty Parade. The platform also provides the opportunity for the organizers to preserve and optimize this interaction for future editions of the event.” - David Stroe, Creative Director BrandTailors Community.

Community BrandTailors team members who contributed to the development of this project are the following: Monica Dumitriu - Brand Consultant, Monica Mircea - Account Director and David Stroe - Creative Director. The project was developed with the support of Victor Dumitrescu - Group Web Division Manager for Romania of the Lagardere Active Radio International.

Community BrandTailors is the first digital branding and digital brand content consultancy in Romania. Community BrandTailors offers services that include: audit, brand platform, brand management, brand architecture, communication platform, structure and architecture of information website, defining features and technical specifications of the website, defining performance indicators and methods of measuring them, monitoring and reporting of results and communication optimization, briefing online media planning, verbal identity and brand rhetoric, web design and copywriting. Community BrandTailors is the first division of BrandTailors one of the most notorious companies of strategy and brand design in Romania.

www.communitybrandtailors.com