Whom
Doly Com Botoșani is the largest slaughterhouse in Romania, with 100% Romanian-owned capital, processing both pork and beef. It is also one of the largest fresh meat packers and one of the leading meat suppliers to major supermarket chains and cash-and-carry retailers in Romania.
What
naming, visual identity, packaging, website, print design, outdoor design
When
2010-2015
Brief
Ten years into the existence of the company, the lack of product and company identification elements led to the creation of a brand, a visual identity and packaging design for the entire product line following the company vision, product portfolio and economic performance.
Challenge
The new brand needs to be appropriate for communication both in Romania and abroad. For this reason, it was necessary to study the semantic and phonetic connotations of the brand name in various cultures and languages.
Execution
KRAVYS, a short and easy to remember name, pleasant and familiar at the same time.
The positive connotations of the name, associated to the fact that it is easy to pronounce succeed in communicating a credible, convincing and attractive brand, and create an aura of warmth, closeness and safety while aiming at a strong and durable impact with high potential to reach notoriety on the national market.
Its two-syllable and versatile construction appeals to a Latin background, which makes it easier to be understood by all languages in the European space, as it derives from the singular nominative KRAVYAM (Vedic) which means “raw meat”.
The logo is made up of three base elements:
- the text logo made up of the word KRAVYS indicating the brand;
- the graphic logo made up of three symbols: the shield as a symbol of courage, the rampart lions for support, the symbol “Pempamsie” in African culture;
- the tag line suggesting the company intentions.
The rampart lion (lion standing on the two back feet) represents the emblem of sovereign power, mobile force and natural authority, strength, boldness, generosity and independence.
The “Pempamsie” symbol is in Africa culture the symbol of maturity, courage and determination, its graphic representation being compared to a link in a chain suggesting force acquired through unity.
Thus, KRAVYS products escape the anonymity of their category and demonstrate that a popular product does not necessarily mean low price and derisory identity, but attractiveness, certitude, just like a premium product.
The graphic program supporting the KRAVYS series helps in its positioning with tradition, accessibility, quality, and has as objective to make customers’ choice simpler and more pleasant.
