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Press Release

BrandTailors takes its first steps in an emergent category, with the launch of the Yammix brand

Andreea Florea Brand Strategy Coordinator


Bucharest - September 13th, 201 1

Melania Moisi Senior Brand Designer

BrandTailors strategic brand consulting and design firm finalized the development of the Yammix brand, for a mix of flours that allows bread homemaking in the blink of an eye.
The decision to create the new brand of flour mixes for homemade bread, launched by the 7Spice company, Vel Pitar groups wheat grinding division and the industrial segment leader of the flours and bread manufacturing/pastry mixes market, is due to the an emergent trend in the Romanian bread consumption habits: homemade bread is becoming a sought-after alternative to buying it. The challenge BrandTailors consultants had to face in the development of this brand was generated by the fact that this category, where Yammix would activate, was completely unknown to the Romanian consumer.

When a situation like this occurs, the brand enforcement becomes synonymous to the pressing of a product category onto the consumer habits, which renders the task a lot more difficult and, as such, more challenging as a strategic process. Andreea Florea Brand Strategy Coordinator

The brand platform developed by BrandTailors consultants was built upon the category insight, by which the bread homemaking process can be achieved in the blink of an eye, expression lent by the brand slogan.

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Yammix, the brand name created by the BrandTailors team, speaks in a direct manner of the products technical denomination, while highlighting the emotional benefits of homemade bread. The flour drawings on the packages round up the visual identity, thus turning Yammix into a contemporary brand, clearly differentiated from the flours category.

Since the product image is less generous from a visual point of view, the package design is centered on the images of the products that result from the use of the flour mixes white bread, Graham bread and seed bread images upheld by the yam particle, pertaining to the name, employed for the synergetic rendering of irresistible taste and flavor.

Melania Moisi Senior Brand Designer

The Yammix brand creation was coordinated, on behalf of the 7Spice company, by: Georgian Fuduli General Manager and Cristina Dobre former Project Manager. The BrandTailors team members who have contributed to the development of the Yammix project are: Andreea Florea market audit, Andreea Florea and Beatrice Dani - brand strategy, Andreea Florea naming, Cristina Ionescu project management, Melania Moisi logo and package design, Mihai Prplea image retouching and printing preproduction. Special thanks: Anca Andronescu Account Executive and Ilinca Apetrei Account Manager, former members of the BrandTailors project team.

Follow us on LinkedIn There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and effectiveness. These words have guided our steps over the last seven years, whilst we have completed over 100 projects and changed the paradigm for over 50 product and service categories. This is what sets us apart, BrandTailors, the first brand strategy consulting and design firm in Romania that applies and promotes a strategic approach as basis for the branding process. Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after year and looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company, GlaxoSmithKline, Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, iriac Holdings, Intact Media Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Mgura, ROM, Silvana, Zuzu, Fulga, Rarul, Lptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romnia or Class Living and created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, KandOr, Vibe FM, Naturlich or Yammix. As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries by stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the pioneers that separated product and services branding operation in order to set unparallel effectiveness standards. To this respect, in 2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital branding consultancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively on social networks. Follow us on Twitter

15 Henri Coanda St, 1st Floor 010667, Bucharest1 Phone: (+4)-031-620-84-84 Fax: (+4)-031-620-84-87

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