MILK & DESIGN
Brand Situation
Albalact, one of the top 10 milk producers in Romania, decided in 2003 to enter the aseptic packaged (UHT) milk market. This market segment has a substantial growing potential and it is covered only by a couple of local brands plus sporadic imports. Brandient was appointed to position, name and design the new brand.
Brandient’s Approach & Solutions
Following a review of the local “milk shelf”, Brandient noticed a “sympathy” opportunity on the market and positioned “drinking milk” into happiness, joviality and fun. The name Fulga - a Romanian name sending mainly to “fulg” (snow-flake), respectively to lightness and whiteness -relates naturally to the product. Brand benefits are also suggested by the slogan Bunatate de lapte (goodness of milk). The brand strategy is based on the happy, cartoon-like character, namely Fulga cow, painted specially for this project by young Romanian artist Iuliana Valsan and adapted by Brandient designers for the package design. Rather unusually, the two main faces of the package are different, adding to the surprising personality of the brand. Brandient’s consistent design of point of sale materials and collaterals carries the joy and fun from the store shelves to our breakfast table. The copy platform reinforces the brand personality.
Fulga will certainly use its large smile to shake the milk market in Romania.
