Brandient delivers brand innovation across large-scale rebranding projects.

Zuzu

Albalact, one of the biggest players on the Romanian dairy market, commissioned Brandient for the creation of a new yoghurt brand.


The local yoghurt market, dominated by a global player, revealed a stressful branding, with media channels inundated by a medicine-like approach and suggesting you rather have to be in pain in order to drink yogurt. This was one of the insights on which Brandient created a new yogurt brand for Albalact.
Aiming to the urban, young, educated, above average income target, Brandient created Zuzú — an unconventional name — which is instantly memorable and induces familiarity and coolness.
The package design achieves both high shelf visibility and clear line extension rules. With a clean, minimalist approach and the rather unexpected use of feathers, the modern and peculiar package suggests naturally the feeling of light and gentle, and consequently supports the verbal identity.

“Zuzu’s promise to indulge the consumer is supported by the whole verbal and visual approach to the brand. The product itself is highly enjoyable, so Zuzu stands a good chance to win both the shelf and the consumers’ hearts.”

Cristian Kit Paul, Creative Partner Brandient

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AWARDS
• Pentawards Bronze Award in 2007.
• Identity Best Of The Best Nominee in 2006.

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