MOLDOVAN

Services Provided
Brand Audit
Brand Design Strategy
Brand Naming
Brand Persona
Brand Rhetoric
Visual Identity
Graphic Design
Packaging
Interior Design Guidelines

Industry Context
In Romania, meat industry is dominated by large producers who sell their product at a national and international level, mainly in the supermarkets. The local meat producers have their own shops but they look more like grocery stores than butcheries.

Challenge
CosmFan is a local producer from Cluj-Napoca, the second largest city in Romania. The business is owned by a family of butchers. The tradition in meat production passed from father to son. Although they had a beautiful craftsmanship story they lacked the means to communicate it. 

Strategy
Our rebranding strategy was radical. The brand idea was focused on the idea that the business is run by a family of real butchers with a strong knowledge in this trade, who passed from father to son the skills of this craftsmanship.

We focused on some aspects that eluded big competitors. Our aim was to create a real butchery with great design. A butchery where you could have lunch or dinner and choose the meat for your steak. At that time, this was a big novelty for Romania.

We focused on presentation of meat in all of its forms. We reintroduced the lost concept of the traditional butcher - a well-respected trade in the olden days. We talked about the cattle farm and grass-fed bovines. The owner, a former butcher himself, became the face of the company in our advertising campaigns and the butchery name was changed with his family name - Moldovan.

The story is an ongoing success. After 3 years, more shops have opened and the farm along with the factory are in a continuously development process. 

Team
Beniamin Pop
Calin Valean
Laura Laurentiu
Marius Farcas
Raluca Dragos

Interior Design
Cosmin Todor Studio

Video Production
Timotei Jinar

Year:
2013-2015