RÂURENI – BRANDNEW

SUMMARY

RÂURENI

Context:

Several years ago, Râureni took an unconventional path in its brand relaunch, choosing a distinct positioning – “Lovingly from nature” – paired with a progressive visual identity.

“Lovingly from nature” is the brand’s heartfelt declaration of love for nature in all its perfect imperfection. Nature continues to be the brand’s constant source of inspiration – shaping everything from product development and production processes to communication and consumer experience.

Over the years, while the brand has remained true to its core and consistent in its messaging, it has gradually lost visual coherence in its packaging expression.

CLIENT:

Râureni

BRAND:

Râureni

INDUSTRY:

FMCG

TASK:

Packaging Design

The Brief / The Challenge

A brand refresh is needed – one that addresses the current challenges around coherence and consistency, while repositioning Râureni as a contemporary, relevant choice aligned with today’s market dynamics.

The goal: to restore brand love and consumer preference by evolving Râureni into a modern brand expression without losing the essence that made it beloved in the first place.

The Solution / Design Concept

Objectives for the Râureni redesign:

Bring the brand’s essence to life through design execution, embedding the craft and nature cues from the brand platform into the packaging expression.

Establish a strong monolithic brand identity – a cohesive umbrella design system with clear, purposeful differentiation across the portfolio.

Enhance shelf visibility with stronger, more recognizable branding.

Create meaningful differentiation from competitors, especially by staying true to the brand positioning and expressing it with consistency and clarity.

Elevate the brand’s perceived premiumness through refined visual and structural cues.