Case Study

Laura / The family’s favorite chocolate

Visual identity Package Design Package design

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Context
As Laura, the former leader of chocolate tablet category, was constantly loosing market share for more than 1
year due to marketing efforts of its direct competitors, Kandia-Excelent had to reinforce the equity of its
portfolio brand.

Being the exclusive brand consultancy partner of Kandia-Excelent, BrandTailors was appointed to define a
compelling brand platform so facilitate Laura’s extension on both the chocolate pralines and chocolate special-
ties market with a new visual identity and visually impacting package design.

Results
As a result of the combined branding and marketing communication activities, Laura has increased its tablet
volume with 45% in nine months following the new packaging introduction, becoming leader of the economy
segment and second player in the overall chocolate tablet market.

With the sole support of the new package design, Laura successfully replaced Stil pralines volume share and
within six months became the leader of the chocolate pralines category.

Contribution
Brand audit and brand strategy - Beatrice Daniş
Project management - Roxana Iancu
Graphic concept and development - Janos Kurko
Image retouching and printing pre-production - Mihai Părpălea

Project implementation started in April 2004.

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