Since Agricola already has in its portfolio a product in the eggs category, called Ou Supererou (Superhero Egg), which addresses the segment targeted by the launch of the new range, the company has taken into account the extension of this sub-brand across all the other assortments that it would comprise. In this context, we were challenged to propose an approach in terms of brand positioning and identity of the new range, to address the need for differentiation, but also the risk of cannibalization in relation to the Agricola umbrella brand, in order to achieve the business objectives.
An agile branding solution
5, 4, 3, 2...1 START!
Balanced nutrition for big and little heroes
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.
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 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.
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