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Press Release

BrandTailors consolidates Kandias value, by means of a new brand identity and package design

Andreea Florea Brand Strategy Coordinator


Bucharest - March 13th, 201 1

Melania Moisi Group Creative Director

BrandTailors strategic brand consulting and design firm finalized the rebranding project developed for Kandia, consolidating the brands value and redefining its positioning on the Romanian confectionery market.
Built on Kandias statutory principles century old tradition, authenticity and uncompromised quality the visual identity developed by BrandTailors repositions the brand as being singular on the Romanian confectionery market, the only one to eliminate and surpass the clichs commonly encountered within the category. Thus, Kandias new brand identity highlights the main distinctive feature whose importance is definitive to the confectionery industry purity and the abundance of cocoa, as the most important ingredient, and the pleasure of its associated taste simultaneously unifying the brands presence across the different subcategories it is present on.

Contrary to the contemporary tendencies on the Romanian chocolate market - of mostly inappropriate emphasis of the products benefits - Kandias new brand identity is decisive to the entire category thanks to the differentiating package design approach strong colors and liquid forms are seductive to the consumers, but they do not deceive the iron-bound reality of the products quality and benefits.

Melania Moisi Group Creative Director

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The consumers multi-sensorial experience related to Kandia is completed by means of the brands visual territory, the element that consolidated Kandias brand identity as the reputational leader of the Romanian confectionery market.

To us, the rebranding program developed for Kandia bears a high emotional value. Raised from the bud, ever since 2004, Kandia benefited, with the help of BrandTailors, from an impressive boom both on the market and in the consumers hearts, so that it be certainly followed by a remarkable commercial ascent that will confirm, once and for all, Kandias evergreen nature and the brands unparalleled reputation, for over a century on the Romanian confectionery market. This firm belief stems from the simplest of facts: to understand and perfect the value of a brand, a branding company must not just hold, know and appreciate its own value. It must be the value itself.

The BrandTailors team members who contributed to the development of this project are: Andreea Florea brand consultancy, Ovidiu Pop logo design, Melania Moisi package design, Alina Crang and Cristina Ionescu project management, Mihai Prplea image retouching and preproduction processing.
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, Peak, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romnia, Class Living, Ambasador or Igienol and created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, KandOr, Vibe FM, Naturlich, Yammix or Phill. 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

Andreea Florea Brand Strategy Coordinator

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