Branding
Pic Flavours
PROJECT DESCRIPTION
Context
The potential for development on the non-carbonated juice market is very high, due to the trend of a gradual change in lifestyle and the orientation of consumers towards a healthy diet. Pic Flavours is the sole importer of the Stute Superior brand on the Romanian market, a brand in the top fruit juice companies worldwide.
Challenge
Due to the superior quality of the imported products, defined by the international tradition, Pic Flavours has made an important client portfolio, so the company’s leadership wanted to create a well-defined brand with an articulated and differentiating image on a competitive market. Seed Consultants* was the agency chosen to create the brand platform and visual identity so as to convey the strengths of Pic Flavours: professionalism, carefully selected products for those who like to find the freshness of nature enjoying natural products.
Approach
Following an internal audit and a comprehensive positioning workshop, Seed Consultants* understood that the essence of Pic Flavours was to transmit the essence of quality from producer to consumer and to add value to the distribution process. The brand platform was created around the brand’s promise to become one of the most important sources of international quality products and to provide consumers with different tastes and intense flavors. The concept of visual identity is based on three powerful symbols and together it acts as a guarantor of product quality and aims to convey the values of the new brand – gryphonics, a heraldic symbol that suggests the desire to continuously develop a distributed product portfolio, the cup, a symbol of passion and the crown, which defines the indisputable quality, the distinctive attribute of Stute juices. Aspirational symbols along with the classic logotype, with serifs, create a strong visual identity with an image that conveys the distinction of premium products.
*The name under which our branding agency operated between 2007 and 2015 was Seed Consultants. We are proud of our roots.
