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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
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