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
The Kind gestures app follows the Campaign for Zero Commissions for the BCR bank. The campaign is one of the product campaigns under the platform: A busy life is a rich life.
The campaign focusses on the importance of a free commissions account. You ca still do a lot of things even with small amounts of money.
The app allows you to select a small item that has the value of a banking comission and the bank will deliver that item as a free gift to someone on the street.
Below you will find the complete video case.
Agency: Cohn&Jansen JWT
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.
The Avon Like campaign was one of the brand campaigns made by Avon for the Romanian market.
The campaign foccused on the brand's target and not the products. At that time all brands launched campaigns that had a different goal: to receive Likes from the audience.
Avon switched this paradigm: they gave Likes.
The campaign was launched with an outdoor teaser that gave the impresion of a fashion product launch. In fact the outdoor was a statement of Avon.
The videos where foccused on women with a spontaneous attitude that receive a Like at the end by Avon.
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
Delizio Toscana is a concept design project. It is a design study meant to demonstrate how to increase shelf visibility of a package while still maintaining cultural and brand elements.
Instead of having a classic image and text composition that would complicate the package this composed design solution creates a surprising package by using classic elements.
Floriol is a well known sunflower oils brand in Romania. They wanted to add a new sub-brand to their line up due to the new experimental target that appeared on the market in recent years. People are starting to experiment with cooking at home influenced by cooking shows both on the TV and online. The new range of aromatic oils from Floriol is targeted to those consumers who want to add a little spice to their cuisine.