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 and it represents an important market for the food industry. Being a strategic point for active companies in Transylvania and a launch pad for bold entrepreneurs, we wanted to change the story for the most famous Romanian commodity food: bread.
For more than fifteen years Panemar was known for having the best 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 due to the fact that its main two competitors were not far off.
Our drive for change was brought on by Andrei Chiorean, one of Panemar's shareholders, responsible with recipes and product development. Because of his dedication we started the rebranding process having "passion" as the most natural and obvious 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 enhance the value of this great product by placing it in an interior design-oriented bakery - a warm, welcoming environment where customers would feel the "passion" behind the business first and foremost.
Additionally we created a menu dedicated to fresh food: sandwiches and salads made on the spot and freshly squeezed juices. The result was rewarding. In 5 years Panemar opened 20 new shops and their net profit grew with 362%. They opened another bread factory and, with the new beautiful bakeries, they had the context to produce and sell a large variety of premium products.
Cosmin Todor Studio