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  • Kandia, 2004

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    Kandia became the most daring brand on the Romanian chocolate market, as a result of the brand’s accessing the ‘sensuality’ positioning territory and challenging the package design norms in its category. In two years’ time, Kandia acquired a 10% volume share of the tablets market and marked a major influence on the fundamental meaning of chocolate in Romanian culture.

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    Kandia became the most daring brand on the Romanian chocolate market, as a result of the brand’s accessing the ‘sensuality’ positioning territory and challenging the package design norms in its category. In two years’ time, Kandia acquired a 10% volume share of the tablets market and marked a major influence on the fundamental meaning of chocolate in Romanian culture.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    138 views2 pages

    Kandia, 2004

    Uploaded by

    BrandTailors
    Kandia became the most daring brand on the Romanian chocolate market, as a result of the brand’s accessing the ‘sensuality’ positioning territory and challenging the package design norms in its category. In two years’ time, Kandia acquired a 10% volume share of the tablets market and marked a major influence on the fundamental meaning of chocolate in Romanian culture.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 2

    Case Study

    Kandia / The most daring Romanian brand

    Visual identity Package design Package design

    See more photos on Flickr

    Context
    Subsequent to a successful launch in 2003, Kandia was assimilated as the most daring Romanian brand as it
    challenged a tabu concept (”chocolate is directly related with sensuality, but we don’t discuss it”) and also
    broke any norms in terms of chocolate market visual territory.

    To further preserve Kandia’s unique attitude, Kandia-Excelent trusted BrandTailors to manage the brand
    throughout the following years, meaning: constantly measuring the key brand indicators, assessing the brand
    elasticity and coherency, designing packaging for entire products spectrum and adjusting brand messages so to
    follow the market trends.

    Results
    As a result of the combined branding and marketing communication activities, Kandia reached 10% volume
    share in chocolate market category in 2 years from launch and has successfully introduced pralines extension on
    the market.

    At the moment, Kandia is the most admired and the most distinctive Romanian chocolate brand. Through its
    unique and differentiating positioning approach, Kandia has a major influence on the product category
    fundamental meaning.

    Contribution
    Brand audit and brand strategy - Beatrice Daniş
    Graphic concept and development - Janos Kurko
    Image retouching and printing pre-production - Mircea Brătianu

    www.brandtailors.com
    1/2
    Project implementation started in March 2004.

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