Case Study

Poiana Soarelui / A cause dedicated brand

Visual identity Packaging concept Package design

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Context
Poiana Soarelui is a bakery, pastry and confectionery products entrepreneurial initiative, developed with the
view to financially support “Dumbrava Minunată”, a retirement house located in Brasov. Despite permanent
efforts to improve production and distribution processes, Poiana Soarelui profit figures could only partially
cover “Dumbrava Minunată” maintenance costs.

So company’s management team concluded that in order to keep up with the new economic situation, Poiana
Soarelui needed a substantial remodeling so as to achieve the financial parameters needed for a complete
support of “Dumbrava Minunată” social cause.

Subsequent to a product portfolio reconfiguration and a distribution and merchandising processes restructur-
ing, Poiana Soarelui approaced BrandTailors at the end of 2009 with a brief to redefine the brand so as to be
able to speak about the craftmanship behind the products’ preparation and the social role Poiana Soarelui has.

Challenge
During the brand audit, BrandTailors’ consultants noticed that, though the products’ quality and the care they
are prepared with are indisputable aspects for Poiana Soarelui, what was truly unique is the business model
chosen as the brand foundation, based on charity and an immeasurable care for people.

The bet undertaken by BrandTailors’ team when commencing the re-branding project was a real challenge –
emotionally involvement consumers to such an extent so as to partially transfer Poiana Soarelui social role
towards the consumers.

www.brandtailors.com
1/2
 More than leading consumers’ choice towards Poiana Soarelui
products, project’s objective was to make each and every consumer
Andreea Florea
adhere to the social cause carried by Poiana Soarelui. Brand Consultant

Solution
The brand essence was thus translated in the gratitude the beneficiaries of “Dumbrava Minunată” retirement
house bear, conveying to Poiana Soarelui consumers their simple, serene message by means of the brand slogan
– “Thank You!”.

The brand ambition is to completely revolutionize the act of charity – making it materially almost imperceptible
and cutting out the feeling of guilt and other negative emotions. Thus, offering worriless days to elderly people
living in “Dumbrava Minunată” becomes a simple, natural gesture.

Beyond its excellence in the bakery, pastry and confectionery

production, Poiana Soarelui intrinsically represents a cause to
which each and every consumer adheres to. The nobility of this
cause is the engine of creating and perpetuating a brand destined
to change the way we relate to the consumption habits and
Beatrice Daniș
motivations. Brand Strategist

The idea of personal contribution necessary to take forward the values of Poiana Soarelui is found in the
brand’s visual identity – the logotype is designed with hand written letter, the brand slogan being drawn in the
same manner.

The package design expresses the warmth those choosing Poiana Soarelui products create and maintain in
people’s life living in “Dumbrava Minunată”, using a visual territory that recomposes the familiar and affection-
ate atmosphere of the place we call “home”. Undoubtedly, the chromatic juxtaposition and the elements display
on packaging ensures the right shelf impact and visibility, so that consumers can discover the products and the
story about Poiana Soarelui, a story be continued in the environmental branding solution for a retail outlet
located in Brașov, and in all other touch points.

Contribution
Brand audit - Andreea Florea, Janos Kurko
Brand strategy - Beatrice Daniș, Andreea Florea
Creative concept - Janos Kurko, Melania Nemeș, Alina Popa
Package design - Melania Nemeș, Diana Papuc
Environmental branding - Melania Nemeș
Image retouching and printing pre-production - Mihai Părpălea
Project management - Anca Andronescu

Project implementation started in August 2010.

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