ALBALACT – rebranding FROM THE HEART
Brand Situation
The remarkable success of Fulga brand not only has brought the company a spectacular sales boom, propelling it among the biggest five players on the local diary market, but it also pushed it towards a rapid growth. Sensing the need for a different approach in the relationship between business and organization, the company needed a new philosophy, a new identity, and a new image to support the quick successful evolution. Brandient was hired to create the brand portfolio support and the new corporate identity to back business positioning up and to inspire employees, clients and partners.
Brandient’s Approach & Solutions
Albalact needed a different approach toward its future and the competitive environment it had joined when launching Fulga brand. Any top player in a certain category must know exactly what it wants and how to seduce the target both by products and image. Brandient recommended the new brand strategies, reshuffled positioning and portfolio architecture, redesigned the visual corporate identity and implemented this new approach in all brand support vectors. Apart from rearranging the entire product portfolio, Brandient helped Albalact to redefine its marketing strategy.
Albalact tradition in fresh and half-fresh products, on one hand, and product quality, coming from the stables location and milk processing technology on the other inspired the new Albalact corporate brand and its promise to offer “The best in milk” is based on these company resources and competences.
The new visual corporate identity puts the following elements into work: freshness, nature and care for quality. The spirited mixture between a heart, a cow udder and a milk flow reflects them, while the design uses green, white and blue to endorse the association with nature and freshness.
Like the products, Albalact corporative website was conceived with the consumers in mind, and it aims at making a good impression through the original Transylvanian accent and the clear and easy navigation.
Albalact plans to go further with this rebranding and invest time and money in management and organizational proficiency through internal branding and engagement programs.
