Case Study

Flavora / La Dolce Vita on your plate

Visual identity Package design Package design

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Context
Pambac is the largest producer of pasta on the Romanian market. Still, they know better than to bask into the
glory of being no. 1 and become complacent.

Despite the fact that Pambac has two pasta brands positioned on the low price segment (Pambac) and on the
mainstream segment (Gata), it became aware that there are still unoccupied price segments, which can become
great opportunities.

Challenge
Based on this fact, BrandTailors delved deeper into consumers’ preferences and discovered that, not only there
were free price segments but also free positioning spaces. Thus, we had to develop a pasta brand, located on
the premium price segment that addressed the new trends and aspirations that consumers had.

Solution
At a product level, the new pasta is made from durum wheat, which gives them excellent taste and cooking
behavior, thus justifying their price level.

Given these attributes, it was only natural to address this brand to young people, with higher income, who are
able to travel the world and who enjoy trying out various foods. These people are also very connected with
friends and often cook for them or for the loved ones. And, since most of them love Italian food (given variety
of flavors and the health benefits of a Mediterranean diet), we had to create this Italian inspired pasta brand for
them.

We named the new brand: Flavora – encapsulating the English word “flavour” – suggesting the wealth of

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flavours that enrich pasta meals – but we added the sound of an Italian word.

As for the package, we really wanted to tell the story of Italy: amazing buildings, strong colours, lots of flowers
and romance inspired balconies – all of these to suggest that you are not only cooking and eating pasta, you
also savour a piece of Italian love. So, the package is just that: the beautiful image of a spaghetteria, in an
unique colour, enriched with balconies and purple flowers. The brand identity is organically embedded in the
package design – as the very name of our spaghetteria and, the pasta type is displayed on a typical street menu.

We do invite you to a piece of Dolce Vita on your plate!

Contribution
Brand strategy - Beatrice Daniş
Graphic concept and development - Adrian Stănculeț
Project management - Monica Dumitriu
Image retouching and printing pre-production - Mihai Părpălea

Project implementation started in December 2007.

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