Gruia is a dairy packaging line with a strong personality and highly differentiating shelf presence. The logo is backed up by the typography style product shot which creates a complementary design. The brand's logotype is distinguished only by the strong color and the sharp specific cut. The natural textures and the raw product shots underline the natural character of the brand. The packages have different personalities due to the letter treatment in the manner of the product's texture: soft letters for butter and spreadable cheese and sharp cut letters for natural cheese.
“Memories on bread” concept is about memories related to tastes. Those tastes of your childhood that you never forget and you are always happy to come across. They are often associated with special life moments which are being described on each jar in the form of a funny poem.
The design language is simple and concentrated on typography. Every jar has a big title on the front color coded to it’s flavour. The logo of the concept combines the visual metaphor of writing with the use of the product. The knife becomes a writing pen and a memorable symbol for the brand. The title has a double role: as a book title and as a product descriptor. The flavour is written within the title text. On the backs of the jars are 5 funny poems with 5 vignette illustrations. To enhance the literary feel of the package, there is a pink ribbon that suggests a book sign.
The design language and the stories give a natural feel to the product. It’s another way of creating a crave for the product opposed to simply showing tasty food images.
Andreea Raicu is a brand dedicated to a healthy and balanced life style. It is also a friend that guides you to the state of mindfulness by tips & tricks that make you look and feel good. The brand incorporates lifestyle consultancy and product manifestations.
Photo credits - andreearaicu.ro
BRIEF: Ursus is the most powerful beer brand in Romania and it needed to extend it's range following the market's trend in lemon flavoured beer consumption.
SOLUTION: The new Ursus Cooler adopted a nontraditional approach for a beer mix emphasizing its refreshing and cool side. I decided to make it a summer drink on its own with a disruptive design for this category. This was enforced by the consumers perceiving beer mixes as easy drinking cooling drinks. This was considered in the new design and its naming: Cooler. The big slice of lemon on the package makes the beer stand out in a crowded shelf and also expresses the sunny feeling of a hot summer, a targeted consumption opportunity. The lemon on the bottle label design gives the impression that the lemon is slipped on the bottle's neck which usually happens to exotic beers when consumed with slices of lemons.
For this project I created not only the packaging design line but also the visual identity for the launch communication pack.
Mega Apetit is a ready meal brand. It's a brand for people with limited time on their hands who need a fast and nutritious meal solution. It's a brand for people with a big appetite. The design language emphasis that statement with the use of 2 spoons (or forks) on each SKU. It is also very simple in order to be easily adapted on every SKU. The brand design architecture uses strong colours in order to reach shelf standout and to keep a fresh look for the brand.
Agency: Cohn&Jansen JWT