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. The tradition in meat production passed 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 idea that the business is run by a family of real butchers with a strong knowledge in this trade, who passed from father to son the skills of this craftsmanship.
We focused on some aspects that eluded big competitors. Our aim was to create a real butchery with great design. A butchery where you could have lunch or dinner and choose the meat for your steak. At that time, this was a big novelty for Romania.
We focused on presentation of meat in all of its forms. We reintroduced the lost concept of the traditional butcher - a well-respected trade in the olden days. We talked about the cattle farm and 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, more shops have opened and the farm along with the factory are in a continuously development process.
Cosmin Todor Studio