Brand Design Strategy
Interior Design Guidelines
In Romania, meat industry is dominated by large producers who sell their product at a national and international level, mainly in the supermarkets. The local meat producers have their own shops but they look more like grocery stores than butcheries.
CosmFan is a local producer from Cluj-Napoca, the second largest city in Romania. The business is owned by a family of butchers with tradition passed on from father to son. Although they had a beautiful craftsmanship story they lacked the means to communicate it.
Our rebranding strategy was radical. The brand idea was focused on the fact that the business is run by a family of real butchers with a good knowledge of the trade and who passed on the skills of this craftsmanship from father to son.
We focused on some aspects that eluded the big competitors. Our aim was to create a real butchery, with a great design. A butchery where you could have lunch or dinner and choose the meat for your steak. This was a big novelty for Romania at that time.
We focused on the way we presented meat in all its variety. We reintroduced the lost concept of male butcher - a well respected trade in the olden days. We talked about the cattle farm and the grass-fed bovines. The owner, a former butcher himself, became the face of the company in our advertising campaigns and the butchery name was changed with his family name - Moldovan.
The story is an ongoing success. After 3 years the farm along with the factory are in full progress and more shops opened
Cosmin Todor Studio