Brand Design Strategy
Display Menu Concept
Interior Design Guidelines
Cluj-Napoca is the second largest city in Romania with a population of almost half a million people representing an important market for the food industry. It is a strategic point for active companies in Transylvania and a launch pad for bold entrepreneurs and our wish was to change the story for the most famous Romanian commodity food: bread.
For more than fifteen years Panemar was known for having the best bakery products. Its regular consumers trusted the quality of the ingredients and always enjoyed the taste. Nevertheless Panemar had only 12% of the market share and it was facing a crucial point since its main two competitors were not far off.
It was Andrei Chiorean, one of Panemar's shareholders, responsible with recipes and product development who inspired us to make a change. Because of his dedication we started the rebranding process focusing on "passion" as the most natural brand idea. All over the city bread was being sold by the local producers in small booths or in grocery stores. Our strategy was to increase the value of this great product by selling it in an interior design-oriented bakery - a warm, welcoming environment where customers can first and foremost feel the "passion" behind the business.
Additionally we offered a fresh food menu: fresh made sandwiches and salads and squeezed juices. The result exceeded our expectations. In 5 years Panemar opened 20 new shops and their net profit grew with 362%. They opened another bread factory and due to their newly designed bakeries they had the perfect conditions for producing and selling a wide range of premium products.
Cosmin Todor Studio