Client: Panovia Prod / Dr. Oetker
Brand: Morarita
Project: Packaging design
The Brief:
Morarita is a local iconic brand for frozen pastry products.
The problem was that the brand was almost invisible on shelf and it was losing market share, so Panovia challenged Ampro to redesign the visual identity for a stronger shelf impact.
The Solution:
The visual audit confirmed the fact that a bigger change was needed in order to revitalize the brand. Therefore, we decided to completely change the packaging by using white color for a strong shelf impact.
The reinterpreted traditional embroidery was the perfect visual territory for the brand and immediately after the redesign, the market share increased with over 20% without any other communication activities.
After few years of constant growth, the brand was acquired by Dr. Oetker, a European leader in the category.
Client: Caroli Foods
Brand: Sissi
Project: Packaging design
The Brief:
Caroli is one of the main players in processed meat category on the Romanian market.
Sissi is the upper mainstream ham brand of Caroli.
Our mission was to also extend the brand into the salami category.
The Solution:
In order to have a strong brand presence, we made the brand logo the hero of the pack. For the range differentiation, we used colors in line with the premium look and feel we were aiming for: black, grays and touches of gold. The cursive feminine fonts give the pack a human touch as well.
Client: Macromex
Brand: Edenia
Project: Packaging design
The Brief:
Macromex is the leading Romanian player in the frozen foods category.
Our task was to extend the Edenia brand with a new range of Greek frozen pies.
The Solution:
Given the brief, we wanted to create a recognizable range that is both easy to see on the shelf, but also tells the story of its specific: Greek.
The design solution was centered on the idea of the antique Greece. The mosaic inspiration theme and the lettering made the overall design stand out and tell the product story. To ensure the taste appeal, the product shot became the hero of the front of pack, using photos of delicious Greek recipes.
Client: Nestlé Romania
Brand: Joe Zi Buna
Project: Packaging design
The Brief:
Nestle Romania commissioned Ampro to rebrand their value-for-money brand in the wafer category: Joe Economic.
The main objective was to turn the brand from a cheap brand into a smart & happy brand.
The Solution:
The brand audit revealed that the first thing to do was to change the brand name, as Joe Economic was clearly saying “cheap” without any emotional attribute, making no real connection with JOE’s communication platform, inspiring rather rational elements and connecting less with the target audience.
So, after changing the name into Joe Zi Buna (Joe Good Day), the new direction came naturally: the logo aligned with the revised key-visual of the brand and the three flavors were coherently individualized, with focus on the main ingredient and with a generous see-through window in the shape of a cloud.
Client: Nestlé Romania
Brand: Joe
Project: Packaging redesign
The Brief:
Joe is the iconic wafer brand in Romania with more than 20 years history, owned by Nestle.
Our mission was to redesign the Joe packaging with the main goal of highlighting the new brand positioning: “light indulgence”.
The Solution:
The brand audit revealed that the Joe logo and the purple color were the main brand cues and it was mandatory to keep them as they were.
For the light indulgence territory, we created the “unguilty pleasures” visual universe.
The wings, the hollow and the cloud are the new brand cues that are giving Joe the “light indulgence” look & feel.
Client: Frigorifer
Brand: Edna
Project: Packaging redesign
The Brief:
Frigorifer, the Romanian leader in frozen vegetables commissioned Ampro to design Edna, a mainstream frozen vegetables brand created for the traditional trade.
The Solution:
After conducting a brand audit, we realized that the name “Edna” has no meaning for the consumer and that the packaging is missing personality.
The big idea was to create a character: Aunt Edna (starting from the woman name Edna).
The brand identity is now centered on Aunt Edna’s figure and the packaging design has a friendly and retro-chic look and feel; The product is visible as it is displayed on more than 60% of the front of pack.
Client: Frigorifer
Brand: Frigorifer
Project: Corporate rebranding
The brief:
Frigorifer is Romania’s leader in frozen vegetables and they commissioned Ampro to redefine their corporate brand platform and to redesign the corporate identity.
The solution:
After conductin the brand audit, Ampro redefined the brand’s main message, based on the quality and also the company good heritage: “Fresh since 1991”
The visual territory is gravitating around the new brand essence in a reinterpreted retro visual style.
Client: Intersnack Romania
Brand: Nutline
Project: Packaging redesign
The Brief:
Nutline is the leading brand in the nuts & seeds category in Romania.
The main objectives of the project consisted in making the brand speak the consumer language in this segment in order to increase loyalty, and enhancing the visibility and appeal on shelf.
The Solution:
During the strategic evaluation, we concluded that the design of Nutline black seeds was more conservative comparing to other products. The qualitative packaging research showed that current Nutline pack was perceived as being of high quality, premium, and professional, reliable, in line with the brand image of leading innovator.
The challenge was to build on the brand’s previous strong features (high quality, professional, reliable and innovative) adding a touch of conviviality, approachability and good mood, recommending it for pleasurable social moments.
Client: Danone Romania
Brand: Traditii din Romania (Traditions from Romania)
Project: Packaging design
The Brief:
Danone, one of the world’s leading dairy brands, commissioned Ampro to create the visual identity for a new local brand, in the traditional segment.
The main objective of the brief was to ensure an ownable visual territory in the category and credibility for the brand.
The Solution:
After conducting a visual audit in the market, we identified the opportunity to differentiate the brand with a totally new and fresh approach: authentic dairy in authentic painted clay pots.
When it comes to traditions, one of the most lasting one in Romania is pottery. In the countryside, people still keep their fresh or fermented dairy in clay pots and we wanted to show the authenticity of the product by making the packs as painted clay pots.
