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Case Study

Papi / The super-hero bear

Visual identity Package design

See more photos on Flickr

In its attempt to gain more market share within children’s chocolate market, Kandia-Excelent developed an
improved product recipe for Papi. As a result, Papi was prepared for a full alignment of its marketing mix that
started with the definition of its brand territory.

Acting as the exclusive brand consultancy partner of Kandia-Excelent, BrandTailors was appointed to define
Papi’s brand platform, re-shape product structural design, draw a new logo and adjust package design so to
better emphasize the brand personality.

Contribution
Brand strategy - Beatrice Daniş
Graphic concept and development - Raluca Beldiman
Project management - Ana Goran, Roxana Iancu

Project implementation started in September 2006.

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