RE-VITALITY
Brand Situation
2006. Vita is one of the best-known brands in the Republic of Moldova and the market research revealed the appreciation of the consumers for the quality of Vita fruit juices in Tetra Pack packaging. Though, the increasingly intense competition and a cluttered shelf determined a new approach for the package design, in order to better communicate the brand positioning as a natural and good-quality product. The manufacturer Orhei-Vit comissioned Brandient to relaunch and consolidate Vita brand positioning for the Republic of Moldova as well as for the markets in Romania, Ukraine, Russia, Lithuania, Letonia, Estonia and Kazakhstan.
Brandient’s Approach & Solutions
Brandient clarified the brand strategy (positioning and architecture) and created a packaging design to convey the reputation equity of the Vita brandname. The package is the main communication vector in this category, therefore the new design was conceived so that it ensures vizibility and attractivity on the shelf and communicate the thought-after differentation, both meant to enhance the brand competitive advantage. Thus, the introduction of the “illustrated stamp” on the package helps in generating tradition and originality associators, as well as in “certifying” the guaranteed quality of the product.
The design created by Cristian Petre, Senior Designer and Partner at Brandient, used both illustration (by George Grigorescu) and photography (by Ionut Macri) in order to create attractivity and differentiation. The graphic concept is based on elements common for both nature and life (fruits, grass, sky) and conveys a memorable image for the moment of maximum freshness at harvest time. This visual promise will have been fulfilled as soon as the consumers would taste the Vita juice and nectar.
The design was applied on 11 varieties of Vita juices and nectars, and the visual platform was extended by Brandient to the distribution channels and point-of-sale materials, in order to enhance the communication impact at reduced costs.
Services: Brand Strategy, Packaging Design, Brand Communication.
