DIANA – BRANDNEW

SUMMARY

DIANA

Context:

DIANA is a proudly Romanian, family-owned company from Râmnicu Vâlcea, built on tradition, passion for quality meat, and a deep-rooted commitment to doing things right.

For over 32 years, the business has grown steadily and harmoniously within its local community, becoming a trusted name in the region and beyond. With a diverse channel presence and a strong local and regional footprint, DIANA has consistently ranked among Romania’s top 10 slaughterhouses and meat product manufacturers.

Driven by ambition, determination, and the courage to evolve, the brand is now ready to take the next step — scaling its national presence and bringing the authentic taste and values of DIANA to a wider audience across the country.

CLIENT:

Diana

BRAND:

Diana

INDUSTRY:

FMCG

TASK:

Identity & Packaging redesign

The Brief / The Challenge

A refreshed visual identity that breathes new life into the DIANA brand — capturing its enduring passion for delivering authentic, memorable flavors to Romanian households.

The Solution / The Design Concept

The new visual and packaging identity stems from the need to translate the brand’s core values and distinctive personality into a contemporary visual language. The goal was to build a coherent, recognizable, and memorable visual system — one that effectively communicates the brand’s positioning while fostering an authentic connection with its audience.

Design Solution

When it comes to packaging, considering the segmentation of the portfolio into four distinct product ranges, the design solution was tailored to reflect, for each line, both the product benefits and the brand promise — striking a balance between functionality (clarity, structure, visual hierarchy) and expressiveness (emotion, tone, and visual differentiation).

Aesthetics

The overall aesthetic is modern and clean, enhanced with accents relevant to each target segment, supported by a clear hierarchy of information and a versatile color system that allows for easy navigation and clear distinction between product lines.

Outcome

More than a new look, the refreshed identity acts as a strategic communication tool — strengthening brand perception, enhancing product appeal, and driving memorability and loyalty in the minds of consumers.