Vertis Foods SRL Branding & Packaging

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Vertis Food SRL

Year: 2013
Country of Origin: Bucharest, Romania
Role: Branding, Packaging Design

Art Direction: Liliana Coraci, Ioana Coraci

Logo and Illustration: Indra Widijanta
Branding and Layout: Indra Widijanta
Packaging Design: Indra Widijanta

Story

Vertis Foods is a company active on the Romanian FMCG market for almost 20 years. Until 2013 it was only dealing with coffee (importing, processing/roasting and blending) which made it become the second largest Romanian independent coffee processor. In 2013 it started expanding into new directions such as importing and distributing canned vegetables, fruits, fisn and sweets.

The name Vertis Foods was given in 2012 and it is practically the first corporate name which was promoted to the distributors and other business partners (the name has not yet reached the final consumer as they didn’t consider the rebranding to be complete; it was only used in business presentations).

Main problem: The product portfolio is quite wide and it includes a few old in-house made brands from the first years (Morena Café), a new brand (Rio Cafe) – both registered TMs of Vertis Foods, as well as some brands that don’t belong to them for the canned products. This is why they considered declining the corporate logo to create a bit of order and memorability and, of course, to also concentrate their communication efforts.

Initial Design

During the first phase of the projects, I submitted 3 concepts as options for them to choose which one is best. The 1st options commented as "too residential industry" type, the 2nd as "too flat and not represent the company as a whole", while the 3rd options were praised as "responds perfectly to all out branding and marketing needs".

Declinations

In addition, they want to have a strong and coherent corporate brand with its natural declinations: coffee, greens, fish, sweets. These 4 range of product streams named after the "Vertis" brand itself, which are Vertis Coffee, Vertis Greens, Vertis Fish, and Vertis Sweets. These sub-logos created with incorporated value of the main brand.

Product Packaging (Pineapple Slices - Ananas Rondele)

On this separate projects, they want to change the packaging for the canned pineapple slices and canned pineapple broken slices which is now under the greenfields brand (which doesn’t belong to Vertis). They would like the packaging to be as simple as possible (or at least not to sabotage the Vertis name), as their strategy depends on the agressive communication of the Vertis logo. We would also like to communicate through suggestive and optimal colours as to be easily spotted on the shelf.

All of the visual type on the can is using all Romanian letters.