AGRICOLA - BRAVITO!
The Agricola group of companies dates back to 1957, being currently the second largest manufacturer in the poultry meat industry and the market leader in the dried salami category.
Its entire portfolio uses the Agricola umbrella brand and it includes products with great popularity among consumers, such as Puiul Fericit (Happy Chicken), Ouăle Ochioase or Inimoase (Eye-Catchy or Hearty Eggs), Sibiu salami. At the same time, the company wants to launch a new food brand dedicated to mothers and children, to attract a new consumer profile and thus strengthen its position in the market.
Its entire portfolio uses the Agricola umbrella brand and it includes products with great popularity among consumers, such as Puiul Fericit (Happy Chicken), Ouăle Ochioase or Inimoase (Eye-Catchy or Hearty Eggs), Sibiu salami. At the same time, the company wants to launch a new food brand dedicated to mothers and children, to attract a new consumer profile and thus strengthen its position in the market.
Brand positioning
Targeting a complex audience consisting of both mothers, as decision-makers for the family nutrition, and children between the ages of 3 and 12, who influence the choices, we wanted to understand what the expectations of each part are and how they perceive the existing options in the market.
From the previously mentioned studies, it emerged that mothers favor the nutritional balance obtained through a diversified consumption, which respects healthy habits but also the preferences of the little ones for certain tastes and products dedicated to them. From here we extracted the new brand promise to be the balanced nutrition that gives everyone the power to enjoy childhood, expressed in the slogan For the big and little brave ones.
From the previously mentioned studies, it emerged that mothers favor the nutritional balance obtained through a diversified consumption, which respects healthy habits but also the preferences of the little ones for certain tastes and products dedicated to them. From here we extracted the new brand promise to be the balanced nutrition that gives everyone the power to enjoy childhood, expressed in the slogan For the big and little brave ones.
Brand name
In creating the new name, we started from the brand idea trying to combine the two key attributes that underlie it - the benefits of nutritional balance and the childhood universe. The name BRAVITO! fulfilled all the established selection criteria, being eligible for trademark registration at OSIM (the Romanian State Office for Inventions and Trademarks), having a pleasant, accessible, easy-to-memorize spelling, and suggesting that it is a brand dedicated to children.
It supports the brand positioning by using the particle "brav", meaning strong, brave, as a basic characteristic of the heroes of childhood stories, but also as a natural consequence of a suitable diet. At the same time, the similarity to the exclamation "Bravo!", frequently used by mothers in praise of children, helps to create positive associations for both audiences.
It supports the brand positioning by using the particle "brav", meaning strong, brave, as a basic characteristic of the heroes of childhood stories, but also as a natural consequence of a suitable diet. At the same time, the similarity to the exclamation "Bravo!", frequently used by mothers in praise of children, helps to create positive associations for both audiences.
Visual identity
The vibrant brand name inspired us to design a distinctive logo with 100% custom typefaces reminiscent of superhero emblems. Moreover, we added to the logo several key visual elements such as: bold fonts with natural energy, contrasting colors and illustrated graphics.
Packaging design
We set out to create an animated landscape that connects the childhood universe with the product features. Thus, the layout is divided into two distinct, contrastingly colored areas, which helps the interaction between BRAVITO!’s brand identity and that of the Shrek animation movie.
The minimalist illustrations, inspired by the comic books universe, dynamically communicate important product information.
The minimalist illustrations, inspired by the comic books universe, dynamically communicate important product information.
The packaging design creation and product labels implementation of the whole BRAVITO! portfolio was a laborious stage, given the specific requirements and complex approval process imposed by the partnership with Universal and the use of characters from the famous Shrek animation movie.
DreamWorks Shrek © DreamWorks Animation LLC. All Rights Reserved.
Consumer validation
After developing the new BRAVITO! brand identity, the Agricola company conducted a concept test with participants from the various targeted consumer segments - mothers and children aged between 3-12 years.
The new brand enjoyed unanimous appreciation, thus validating the proposed direction, which set the stage for a successful launch.
The new brand enjoyed unanimous appreciation, thus validating the proposed direction, which set the stage for a successful launch.
Our impact
Our involvement in the project consisted of:
\ Establishing the strategic direction for the new brand development
\ Defining the brand positioning aimed at ensuring relevance to the target audience
\ Formulating the idea underlying the construction of the brand and its tagline
\ Creating the new brand name - BRAVITO! - which reflects the brand idea
\ Developing the visual identity as an expression of the brand positioning
\ Packaging design capable of differentiating the brand on the shelf and attracting the target consumers
\ Defining the brand positioning aimed at ensuring relevance to the target audience
\ Formulating the idea underlying the construction of the brand and its tagline
\ Creating the new brand name - BRAVITO! - which reflects the brand idea
\ Developing the visual identity as an expression of the brand positioning
\ Packaging design capable of differentiating the brand on the shelf and attracting the target consumers
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