Transavia is the Romanian leader in the poultry industry. In 2016, the company celebrated 25 years with a corporate redesign that reflects its leadership position, as well as its evolution towards a vertically-integrated business model.

This was deemed as a good opportunity to redesign the packaging for Fragedo — Transavia’s most prominent product brand since 2006 — to reflect the business competencies behind and to better connect it to consumers’ modern lifestyle.

First, the new packaging design reflects the producer’s business competencies, namely the traceability and impeccable safety standards along the production and commercial chain. This is supported through a visual endorsement — the “Transavia Farms” logo, the brand’s new slogan — “Pure and safe, from grain to fork” — and the promise of chicken fed exclusively with cereals from Transavia farms. All these amount to a trusted source of health for the urban consumer.

Second, the creative concept supports the modern lifestyle trends, reflecting the natural and honest production process and showing, at the same time, the joy of cooking. A sincere approach that creates, through its design, a slow living, modern perception. Moreover, the variety of Fragedo’s range, made of over 50 assortments, offers a general feeling of shelf vitality and delight, creating a strong visual impact.

The new Fragedo design is a step forward for the Romanian poultry shelf. Its label is the first to show not the product itself, but visuals that are inspired by – and in turn inspire – the consumer’s cooking habits. This continues the brand’s tradition to set the highest design standards when it comes to packaging.

Furthermore, the new packaging design has allowed Transavia to expand the distribution of Fragedo to more international markets.