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Press Release

BrandTailors creates Rancho, the only Romanian men-only ready meals brand

Anca Tzloanu Brand Consultant

Bucharest - April 3rd, 2012

Silviu Filipovici Senior Brand Designer

BrandTailors strategic brand consulting and design firm innovates the Romanian FMCG market by creating Rancho, Scandia Foods ready meals brand designed exclusively for men.
Remarkable by means of its addressability, the new brand created by BrandTailors for Scandia Food is a premiere on the Romanian ready meals market. Aiming to innovate this product category, Rancho was created to satisfy mens specific consumer needs - satiety, high meat content, intense and spicy taste from the perspective of both product types and, especially, that of the images attributed to them.

With such clear addressability, Rancho manages to induce a series of strong associations, like the roughness of character, masculinity and a powerful ego, within the target consumers men. By opening up towards a yet unexplored segment of the Romanian food industry, through the creation of Rancho, we managed to trigger the need to differentiate the consumer categories and their specific needs in order to generate new premises for growth in the FMCG categories.

By making use of vivid colors and westerns-inspired graphic elements the leather belt, the buckle, the gun holster Ranchos package design offers distinctiveness to the products while the visual identity, and its

Anca Tzloanu Brand Consultant 1/2

disposition as a line of separation between the product images and the denominators it highlights, ensures the brands high shelf-impact and degree of recall.

Graphic elements like the hot peppers, used as symbols for bullets, complete the brands distinct, western character, stressing on Ranchos unique masculine traits and reflecting its defining attribute to the consumers the intensity and spiciness of its taste.

The BrandTailors team members who contributed to the development of this project are: Anca Tzloanu brand consulting, Silviu Filipovici visual identity and package design, Mihai Prplea image retouching and preproduction processing. Special thanks: Ionu Militaru Account Executive, former member of 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 eight 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, Scandia Food, Caroli Foods, Kandia, Azuga Waters, Titan, Interstar Chim, 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, Phill, Delicina or Rancho. 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 last year, we re-launched our website following a novel on-line communication strategy based exclusively on social networks. Follow us on Twitter

Silviu Filipovici Senior Brand Designer

15 Henri Coanda St, 1st Floor 010667, Bucharest1 Phone: (+4)-031-620-84-84 Fax: (+4)-031-620-84-87 2/2

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